Sarah Jessica Parker Collaboration
Samsonite, a world leader in superior travel bags, luggage and accessories, announced a collaboration with Sarah Jessica Parker for a new bag called the Carried Away Convertible. After securing a coveted placement of the bag in Oprah’s Favorite Things holiday list, Hollywood was charged with generating further national and local media coverage.
Hollywood first focused its efforts on writing and distributing a press release that also acted as a key SEO tool for the search term “Oprah’s Favorite Things.” Next, the agency expanded upon the traditional Samsonite travel outreach to include fashion accessories, entertainment and celebrity outlets. By focusing on the celebrity collaboration, the unique convertibility and design of the bag, and that Samsonite US is based in Massachusetts (for local press), Hollywood garnered media attention and secured over 30 pieces of coverage within the first week of the announcement totaling a potential reach of over 4 billion. Coverage included: Entertainment Tonight, Extra, Buzzfeed, POPSUGAR, Boston.com and others.