Rimowa is reaching a young audience in one of the busiest travel periods of the year
The brand has strategically positioned itself to take advantage of this expected surge, with airports reporting an unprecedented number of travelers. According to TSA statistics, the passenger counts for Memorial Day even surpassed pre-pandemic figures - over 12.4 million people were screened since the preceding Thursday, marking a significant jump from 2019's figure of 12.2 million.
As more people begin to travel, the demand for luggage brands such as Rimowa begins to rise, according to Mordor Intelligence. As we venture into the year's peak travel season, luggage companies are prepared to capitalize on this window of opportunity. Rimowa's intelligent marketing strategy of partnering with JCDecaux, stationed at one of the country's most frequented travel junctions, is set to bolster their market stake amongst the approximately 85% of Americans who plan on traveling this summer.
As part of its strategy to captivate the ever-evolving airport audience, RIMOWA has tailored its creative approach to appeal to younger travelers. Their recent campaign features suitcases adorned with stickers, an aesthetic that resonates with the younger demographic. According to a recent AirAsia survey, air travelers within the 20-29 age group have risen from 25% to 42% post-lockdown, signaling a shift in the airport audience towards younger, potentially more adventurous explorers. With more young entrepreneurs and gig economy participants making their presence felt in airports, RIMOWA's campaign is well-positioned to engage this growing demographic, fostering brand awareness and affinity amongst a new generation of globe-trotters.
