Haggman Picks Up Assignments From Togo’s, Samsonite Division

Haggman has gained some $3 million in billings with the addition of new clients Togo’s Eateries and Samsonite Travel Expo.
Togo’s, which has done little advertising thus far, tapped the agency for public relations and design duties. Headquartered in Cupertino, Calif., the rapidly growing chain of sandwich shops has more than 200 locations on the West Coast and plans to expand to the East Coast in June, according to Emily Haggman, the agency’s senior vice president.
The 27-year-old company was purchased last year by London-based Allied-Domecq, which also owns Dunkin’ Donuts and Baskin-Robbins. Togo’s officials could not be reached for comment by press time.
Haggman’s other new client, Samsonite Travel Expo in Warren, R.I., hired the agency without a review to handle advertising, public relations and media buying chores. Haggman was recommended to Samsonite Travel Expo by an executive who joined the company last year from Auto Palace, a longtime Haggman client.
Targeting upscale and business consumers, the travel store division of Denver-based Samsonite represents the latest in travel marketing, according to Emily Haggman. Samsonite Travel Expo offers travel planning through a computerized in-store Rand McNally Travel Information Center that allows customers to make reservations online.
The stores also carry a complete lines of luggage manufactured by Samsonite such as American Tourister and Lark as well as offer an array of travel products such as folding hair dryers, Fodor’s destination guides and a variety of clothing.
Samsonite Travel Expo’s strategic partners include Marriott and Carnival Cruises, whose services customers can access in the stores. Samsonite launched a prototype store this year in San Antonio, Texas. Haggman will help launch three other locations, scheduled to open by Memorial Day in Nyack, N.Y.; the Mall of America in Minneapolis; and Schaumburg, Ill. Plans call for an additional 10 stores to open by year’s end, including some on the East Coast, according to Emily Haggman.
Samsonite’s director of marketing, Patti Persiana, was traveling last week and could not be reached for comment at press time. Haggman, a 12-person agency in Manchester, Mass., has focused on travel and food accounts since opening its doors in 1991.