TUMI, celebrated its worldwide TUMI Global Citizens brand campaign in Asia on 28th May 2014.
The press event for over 150 local and Asia Pacific media and distinguished guests was held in Hong Kong at The Apex in Central Plaza, Wan Chai and saw the introduction of two new Global Citizens from the Asia Pacific region. TUMI’s newest Asia Global Citizens include the award-winning Chinese Industrial Designer Jamy Yang and celebrated Singapore-based TV and Radio presenter Dominic Lau. They will join the brand’s existing TUMI Global Citizens: Eric Whitacre (Grammy award winner), Ruzwana Bashir (Founder of Travel Website Peek.com), Amanda Sudano-Ramirez (Singer, Songwriter and Model), Paolo Ferrari (North American Chairman and CEO of Pirelli Tires) and Alexandra Cousteau (National Geographic ‘Emerging Explorer’ and Environmentalist) as ambassadors of the brand.
To celebrate his appointment as one of TUMI’s Asia Global Citizens, Jamy Yang created an original ‘one of a kind’ travelling art installation designed to make journeys as easy as possible. This unique design was unveiled at the event and is a travel case-turned-car with a seat and wheels that literally carries the traveller to their destination.
According to Jamy, design has to serve its purpose perfectly. He says, “To fit with TUMI’s philosophy of making travel effortless, I created this original design that eliminates all the hassle of travelling, making everyday journeys more enjoyable”.
Dominic Lau’s chosen installation featured two of his ultimate travel companions, his Ducati motorbike and his TUMI Alpha Bravo Kingsville Backpack. Both allow him to take off at a moment’s notice – for work or play – wherever the road may lead. Dominic likens travel to being on live TV – you never know what to expect. He says: “For me, being a TUMI Global Citizen is all about being ready to ad-lib, being spontaneous, and always being ready to jump into the next adventure”.
Alongside TUMI’s two Asia Global Citizens, the brand selected over 100 TUMI Trailblazers from across Asia Pacific including Hong Kong, China, Indonesia, Singapore, Malaysia, Philippines, Vietnam, Thailand and Taiwan to travel with TUMI and share their adventures. Hailing from the world of fashion, photography, design, travel, business and beyond, each industry leader was given a TUMI bag and a TUMI Travel Journal to capture their extraordinary journeys, which were displayed at the event.
In addition, TUMI handpicked 12 of these Trailblazers to create artistic installations at the event that told the story of their travels with TUMI. All of these installations were featured at the event with the Trailblazer’s favorite TUMI bag displayed alongside it.
Tom Nelson, Managing Director TUMI Asia said, “We are delighted to welcome both Jamy Yang and Dominic Lau as TUMI’s Asia Global Citizens, who were both selected on the basis of sharing TUMI’s core values of intelligent design, creativity and love of functional aesthetics. We are also thrilled with the participation of our 100+ TUMI Trailblazers who shared their travel stories with TUMI. We are honored that these talented individuals choose to travel with our brand”.
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