TUMI’s TEGRA-LITE® Comes to Hyper-Realistic Life In a Groundbreaking New Campaign


3D Out-of-Home Ads Debut in Asia-Pacific and the Middle East

HONG KONG SAR – Media OutReach – 2 November 2023 – TUMI, the leading international travel and lifestyle brand, has launched its first 3D Out-of-Home (OOH) advertisement to showcase the exceptionally durable yet lightweight TEGRA-LITE® collection of hardside luggage. This innovative advertisement leverages the 3D anamorphic billboard technique, which involves manipulating the perspective to create the illusion of a three-dimensional image on a two-dimensional surface. It runs from October 2023 to January 2024 in seven prime locations in Asia-Pacific and the Middle East in the latest example of the brand’s creativity in engaging with customers.

TEGRA-LITE® 3D Advertisement at Mandarin Oriental, Jakarta in Indonesia

“At TUMI, we are always looking to innovate and disrupt in how we reach consumers. We’re thrilled to bring our much-loved TEGRA-LITE® luggage to our first 3D Out-of-Home ad, which demonstrates the strength and resilience of this high-performance collection featuring the ground breaking Tegris® technology.” said Jill Krizelman, SVP Global Marketing and E-Commerce, TUMI.

The 3D advertisement aims to ignite the TUMI brand in the region while reinforcing its performance luxury roots. It launched in Malaysia on October 1, with Indonesia, the Philippines, Korea, Japan, and Dubai to follow. Each urban location was chosen because it is a top travel destination and among the fastest rebounding countries for inbound travelers.

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About TUMI

Since 1975, TUMI has been creating world-class business, travel and performance luxury essentials, designed to upgrade, uncomplicate and beautify all aspects of life on the move. Blending flawless functionality with a spirit of ingenuity, we’re committed to empowering journeys as a lifelong partner to movers and makers in pursuit of their passions. The brand is sold globally in over 75 countries with approximately 2,000 points of sale. For more, visit TUMI.com.

TUMI and TUMI logo are registered trademarks of Tumi, Inc. © 2023 Tumi, Inc.