UNITED Collective | Agency Profile, Contacts, AOR, Client Relationships

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Campaign Imminent: Travelpro names creative, digital AOR, seeks to expand social media team (Score 56)

Luggage company United Collective as its new AOR to handle brand strategy, creative, digital advertising and content (I hope the agency doesn't have a ton of baggage). The company already has a significant online following, especially on Instagram; it is in search of a social media consumer care representative to boost its social channels; this may unfortunately mean that there won't be much of an opportunity here for sellers until the new AOR develops refreshed work for the brand.

Travelpro hired e-Commerce operations manager Mark Costigliola in September 2019, hinting that it's focused especially on its online business for now.

Unfortunately for sellers, Travelpro's digital display ad spend has declined severely; the company only spent around $17,700 in 2019, a -63% drop from around $47,700 in 2018, per Adbeat. Most of last year's ads were placed programmatically via Google ($11,900) or site direct ($5,300). Google primarily placed ads on dallascowboys.com ($4,800); most site-direct placements were on sites such as inspiredtaste.net ($824), diariodelweb.it, metro.co.uk and rivals.com. The focus on dallascowboys.com signals that Travelpro's target demographic of "younger travelers" (millennial and Gen-Z) has a male skew.

Statista reports that the global luggage market was worth $19.4 billion in 2017. Travelpro's competition currently comes from luggage brands such as American Tourister, Samsonite and AmazonBasics. Like I said, it seems to be targeting male millennials and Gen-Z. Keep an eye out for an upcoming campaign from the company's new AOR. Spend will likely spike during Q4, as Travelpro's products often go on sale ahead of the holiday season.

Agency & martech readers - Considering that, as you know, agency reviews often follow one another closely, reach out soon for potential media work.

Valerie Batrice
Senior Director, Consumer Marketing
vbatrice@travelpro.com

Julie Benedetti
Brand Creative Manager
jbenedetti@travelpro.com

Steve Kubenez
Vice President, Global eCommerce
skubenez@travelpro.com