Briggs & Riley, the independently-owned global company that’s the travel authority in the luggage space, sought to raise awareness for its brand through the launch of a new luggage collection. However, the luggage marketplace is a crowded space with new collections debuting regularly; the challenge was to differentiate the brand and grow its share of voice in travel and lifestyle media specifically and on social media.
Through a combination of creative storytelling and customized pitches and an overarching social media strategy encompassing growth tactics and curated original content, the agency brought the brand’s personality to life and reached the next-generation Briggs & Riley traveler.
In the first six months, LDPR secured more than 50 highly targeted placements to elevate the profile of the collection and the brand including Travel + Leisure, USA Today, Town & Country, American Way, Maxim, Food & Wine, Luxury Magazine, The Street, Good Morning Arizona, the Philadelphia Inquirer, the Dallas Morning News and more.
The agency grew the brand’s Facebook likes by 123% and Instagram followers by 910%, and increased overall social engagement by 582%.