Away's New Campaign: A Fresh Approach to Travel in a Post-Pandemic World

Table of Contents

1. Key Highlights:
2. Introduction
3. The Emotional Landscape of Travel
4. Redefining Travel Marketing
5. An Integrated Campaign
6. Expanding Accessibility and Retail Growth
7. Enhancing the In-Store Experience
8. Commitment to Value
9. Leadership and Vision for the Future
10. The Power of Signage in Travel
11. Conclusion: A Brand Beyond Luggage
12. FAQ

Key Highlights:

• Away's Summer 2025 campaign, Get Away, targets the emotional needs of travelers feeling overwhelmed and burnt out, encouraging them to pause and recharge.
• The campaign features innovative marketing strategies, including a partnership with Uber for branded airport shuttles and a scavenger hunt in major cities.
• Away is expanding its reach through partnerships with Amazon and Nordstrom, while maintaining a commitment to customer-first values and thoughtful design.

Introduction

As the travel industry rebounds from the disruptions of recent years, brands are seeking innovative ways to resonate with a weary public. Away, the direct-to-consumer luggage company, approaches its 10th anniversary with a bold initiative that captures the zeitgeist of modern travel. The new Get Away campaign is more than just a marketing endeavor; it serves as a call to action for those feeling the weight of daily life. Christine Gallagher, the company’s Vice President of Marketing, emphasizes the importance of meeting customers at their most chaotic travel moments, revealing the deeper emotional truths that often accompany the journey. Through this campaign, Away aims not only to sell luggage but to foster meaningful travel experiences.

The Emotional Landscape of Travel

Travel has long been associated with joy and adventure, yet the recent past has transformed it into a source of stress and anxiety for many. The Get Away campaign acknowledges this shift, drawing on recent research that shows over 80% of U.S. consumers still plan to travel, despite economic uncertainties. This statistic underscores a prevalent desire to escape the burdens of day-to-day life, a sentiment that Away seeks to tap into.

Gallagher notes that the campaign is rooted in empathy and urgency. "It's about that felt sense of overload," she explains, emphasizing that travelers need more than just a vacation; they require a moment to pause, recharge, and reconnect with themselves. Away's focus on emotional insight is a strategic move that sets it apart in a crowded marketplace.

Redefining Travel Marketing

Gone are the days of polished, aspirational marketing that glosses over the realities of travel. Away’s approach is refreshingly honest, utilizing design elements inspired by airport wayfinding and caution signage. This visual language is both bold and emotionally direct, aiming to connect with consumers on a more relatable level. The campaign acknowledges the imperfections and messiness of travel, moving away from idealized representations to a narrative that embraces the 'in-between' moments.

This authenticity resonates with consumers who are tired of unattainable ideals. By acknowledging the chaos of travel, Away positions itself as a brand that understands the modern traveler, establishing a deeper connection through shared experiences.

An Integrated Campaign

The Get Away campaign is not limited to traditional advertising; it encompasses a fully integrated strategy that spans e-commerce, digital media, paid social, retail environments, and out-of-home placements in key urban centers. Away's guerrilla-style scavenger hunt adds an interactive element, inviting consumers to "look for signs to get away" for a chance to win product upgrades. This playful and unexpected approach is designed to cut through the noise of everyday life, encouraging people to stop and reflect on their travel desires.

Further enhancing the campaign’s reach, Away has partnered with Uber to provide branded airport shuttles in Manhattan and Brooklyn. This initiative not only facilitates smoother travel experiences but also offers passengers the chance to trade in their old luggage for new Away products. Such experiential marketing not only captures attention but also creates lasting memories associated with the brand.

Expanding Accessibility and Retail Growth

Away's emphasis on accessibility is evident in its recent partnerships with major retailers like Amazon and Nordstrom. By expanding its distribution channels, Away aims to meet customers where they are, making its products more readily available. This strategic move signals a new era of retail growth for the brand, allowing it to tap into a wider audience while maintaining its commitment to thoughtful design and customer-centric values.

The Featherlight Weekender and the Stadium Bag are prime examples of Away’s ability to respond to evolving consumer needs. The Featherlight Weekender exceeded sales projections by 200% in its first two weeks, while the Stadium Bag has generated significant interest, leading to a waitlist of over 2,000 customers. These product launches not only reflect consumer demand but also illustrate Away’s agility in adapting to market trends.

Enhancing the In-Store Experience

While digital marketing strategies play a significant role, Away recognizes the enduring power of retail environments. In each of its 17 retail locations, the brand hosts "Getaway Hours," featuring complimentary drinks and snacks, as well as personalized Charm Bar customizations. This initiative aims to create a calm and enjoyable atmosphere for customers, allowing them to connect with the brand in a more immersive way.

Gallagher highlights the importance of these in-store experiences, stating, "Retail is still so powerful." By fostering a relaxing environment, Away enhances customer satisfaction and loyalty, reinforcing the emotional connection that the brand seeks to cultivate.

Commitment to Value

In a time when many brands are increasing prices in response to market pressures, Away has made the deliberate choice to maintain its pricing structure. This summer price freeze is a notable move, reflecting the brand's commitment to making travel more accessible. "Helping people get away shouldn’t come at a premium," Gallagher states, emphasizing the brand's focus on providing value to its customers.

This dedication to customer-first thinking is central to Away's identity. By prioritizing the needs and preferences of travelers, the brand not only reinforces its market position but also cultivates trust and loyalty among its consumers.

Leadership and Vision for the Future

Jessica Schinazi, Away's new CEO, is steering the brand into its next chapter with a clear vision. Her leadership marks a transformative period as the company expands its offerings and explores new partnerships. Under her guidance, Away aims to redefine what it means to be a travel brand, prioritizing emotional utility and enhancing the overall travel experience.

Gallagher's assertion that "we’re here to enable experiences, not just transactions" encapsulates Away's mission. By focusing on the emotional aspects of travel, the brand seeks to create meaningful connections that transcend the mere act of purchasing luggage.

The Power of Signage in Travel

A striking element of the Get Away campaign is its emphasis on signage. The idea that travelers might need a sign to remind them to pause and reflect is both poignant and relatable. Away’s messaging, exemplified by signs that read "Your email won’t find me here," speaks to the need for boundaries in an increasingly connected world. These visual prompts encourage travelers to disconnect from their daily lives and embrace the moment, reinforcing the campaign's core message.

This focus on signs also serves a practical purpose in the scavenger hunt, creating a tangible connection between the campaign and the customer experience. By blending playful interaction with deeper emotional insights, Away successfully captures the essence of what modern travel should embody.

Conclusion: A Brand Beyond Luggage

Away is not merely a luggage company; it has evolved into a travel brand that transcends the physical products it offers. By prioritizing emotional utility and fostering meaningful experiences, Away is positioning itself as a companion for travelers navigating the complexities of modern life. The Get Away campaign represents a significant shift in how travel brands engage with their audience, blending authenticity with innovative marketing strategies.

As Away continues to grow and adapt, its commitment to thoughtful design and customer-first values will undoubtedly shape its future endeavors. With a fresh leadership perspective and a focus on emotional resonance, Away is not just helping travelers leave; it is enabling them to feel something deeper along the way.

FAQ

What is the main focus of Away's new campaign? Away's Get Away campaign focuses on addressing the emotional needs of travelers, particularly those feeling overwhelmed and burnt out. It encourages consumers to pause, recharge, and reconnect with themselves through meaningful travel experiences.

How is Away differentiating itself from other travel brands? Away differentiates itself through its commitment to authenticity, emotional insights, and innovative marketing strategies. The brand prioritizes real travel moments and embraces the messiness of travel, moving away from polished and aspirational imagery.

What innovative strategies is Away using in its marketing? Away is employing a fully integrated marketing strategy that includes interactive scavenger hunts, partnerships with Uber for branded airport shuttles, and in-store experiences like "Getaway Hours" to enhance customer engagement and connection.

How is Away expanding its accessibility in retail? Away has partnered with major retailers like Amazon and Nordstrom to make its products more accessible to a wider audience. This strategic expansion aims to meet customers where they are and enhance the brand's retail growth.

What does Away's summer price freeze signify? Away's decision to maintain its pricing structure during a time when many brands are raising prices reflects its commitment to providing value and making travel more accessible for consumers. This customer-first approach reinforces trust and loyalty among its audience.