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By Kathy Tyrer
LOS ANGELES–TBWA Chiat/Day’s first ad campaign for The Samsonite Corp. attempts to reposition the company as a provider of travel solutions, not just a luggage manufacturer.
The campaign, ‘War Stories,’ broke last week with two TV ads that spoof the way business travelers recall the hassles they encounter in their journeys. The complete campaign, which will include print and additional TV work, marks Samsonite’s first global ad effort. It will be backed with a $30 million budget, double Samsonite’s ad spending for 1996.
The Denver-based client worked with Leo Burnett in Chicago for 10 years before hiring TBWA Chiat/Day in Venice, Calif.,
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