Away Travel

Making luggage a lifestyle.

Two people standing on a wooden dock near the water with their luggage, including two carry-on suitcases and two smaller handbags, on wheels.

CAMPAIGN DEVELOPMENT
BRAND VOICE DEVELOPMENT
WEB & DIGITAL COPY
SOCIAL CONTENT
EMAIL & SMS MARKETING
RETAIL MESSAGING

In 2016, Away revolutionized the travel industry with award-winning luggage and a vibrant community of millions who embraced a spirit of adventure and self-expression. When they sought a copywriting partner who could capture their unique voice and craft stories that transcended product descriptions, we answered the call.

Together, we brought Away’s unconventional, witty, and adventure-ready brand voice to life across countless campaigns, spanning web, email, social, retail, and beyond. Check out a few highlights from our collaboration below.

Line of diverse travelers with rolling suitcases and luggage, showing different ages, styles, and expressions, waiting or walking in a queue.

—— NEW COLORWAYS

Travel, coordinated.

Away has always been known for its sleek design. With a growing lineup of bags and suitcases in new seasonal colorways, the brand saw an opportunity to inspire travelers to rethink how they pack—not just what they bring, but how it all works (and looks) together.

Enter Travel, Coordinated—a campaign that went beyond color. Yes, it was about matching your suitcase and bag. But more importantly, it was about traveling effortlessly with pieces designed to function as a set. We brought the idea to life through striking monochromatic visuals, thoughtful art direction, and copy that positioned packing as a form of self-expression. From web copy and social to email and retail, the campaign encouraged travelers to move with intention—and look good doing it.

An advertisement showing two people holding hands with their suitcases, one in gray monochrome and the other in clay pink, promoting a $50 discount for matching monogrammed luggage by Away.
Empty white square placeholder
A navigation menu with options: Away, Shop, Refer a friend.
A graphic with the text "Just Landed" and images of different types of luggage, including a hard-shell carry-on suitcase, a soft-shell backpack, and a rolling suitcase.
Promotional ad with black 'Shop Now' button, text describing travel essentials in coordinating colors, mentioning clay pink, cloud gray, sea green, totes, duffles, cosmetics bags, and toiletry essentials.
Text that reads 'SHOP BY COLOR' in bold black font on a white background.
Empty white background
A sign with horizontal navy blue stripes and white border, reading 'SHOP NAVY BLUE' in white capital letters.
Sign with white text on green background that reads 'SHOP OLIVE GREEN'.
Sign reading "Shop Coast Blue" on a gray, horizontally slatted background.
A sign with the text 'NEW ARRIVALS' in the top right corner and a larger box with the text 'SHOP CLOUD GREY' on a gray, horizontal, panel background.
A beige display board with white horizontal lines and a sign that reads "SHOP SALT WHITE".
Pink station sign with white text displaying "NEW ARRIVALS" at the top and "SHOP CLAY PINK" in the center.
Green sign with white text that reads 'New Arrivals' at the top, and 'Shop Sea Green' in the center.
Sign that says 'Shop Jet Black' on a black striped background
A woman with long red hair wearing a dark t-shirt and cream-colored shorts standing with rolling suitcases and a bag at her side, in front of a wooden wall.
Person standing outside with three suitcases and a bag, promotional webpage for luggage sales with text offering $50 off on suitcase and bag combos, and a 'Shop Now' button.

—— THE OUTDOOR COLLECTION

Introducing a new collection designed for adventure.

Away's core audience was familiar with the brand's sleek travel luggage, but the brand sought to expand its reach to outdoor enthusiasts and everyday adventurers. The challenge was to position The Outdoor Collection as essential gear for both epic expeditions and local outings, appealing to seasoned explorers and casual wanderers alike.

So, we crafted a campaign around the idea of traveling further. By celebrating the boundless possibilities of outdoor adventure, we showcased The Outdoor Collection's rugged durability and thoughtful design, positioning it as the ideal gear for those who seek to go beyond their comfort zones and discover new horizons.

A person sitting on a couch with a large rolling green suitcase placed in front of them, with their hand on the suitcase handle and their feet on the floor.
A close-up of a mountain of fresh radishes with green leaves attached.
A website header with options to shop or refer a friend, and a main title that reads 'Adventure Friendly' with a black 'AWAY' logo on top left.
Empty white square on a transparent background
Two people with backpacks walking through a field of red poppies, accompanied by a dog, under a partly cloudy sky.
Text promoting outdoor collection bags made from recycled, water- and abrasion-resistant materials, with a call-to-action button that says 'Shop the collection'.
Blank white background with no objects or details.
A person outdoors wearing a cream-colored fleece jacket and carrying a black 26-liter outdoor backpack with a vertical strap on the front.
Advertisement for a backpack with multiple zipper compartments, a padded 15-inch laptop sleeve, and space for a water bottle, featuring a 'Shop Now' button.
A woman outdoors with a black 25-liter convertible backpack, carrying red flowers, smiling, with a field and cloudy sky in the background.
Close-up of a product description explaining a versatile bag that can be used as a backpack or converted into a duffle bag, including features like an exterior water bottle pocket and room for a 13-inch laptop.
Empty white square with no visible content.
Black button with white text that says "SHOP NOW".
A black duffle bag named 'The Outdoor Duffle 40L' with handles and shoulder strap, shown both in a product shot and being carried by a person near a wooden railing by a body of water.
Advertisement for a carry-on sized duffle bag, recommending packing up to four nights of essentials for road trips or weekends with a black 'Shop Now' button.
Image showing a black convertible backpack 45L on the left being worn by a person with a purple hat and a blue shirt, and a close-up of a green version of the backpack on the right.
A blank white square.
Text advertising a convertible backpack that replaces a carry-on for up to five nights, with a call-to-action button labeled 'Shop Now'.
A tall black figure with a dark background, possibly a person in shadow or a silhouette.
Text advertisement offering $50 off when purchasing a suitcase and a bag together.
A navy backpack sitting on top of a gray hard-shell suitcase against a light green background.
Website homepage for an outdoor gear company, showing a large banner with the text 'Designed for Adventure,' a photo of a black duffel bag, and two people walking through a field with backpacks and a dog.

—— SPRING GIFTING

Elevating the gift game for mom’s, dad’s and grads.

For Away's spring gifting campaign, we ditched the generic gift-giving tropes and tapped into the desire for meaningful experiences. We positioned Away's curated bundles as the ultimate way to say "I get you" – not with another tie or candle, but with expertly curated gift bundles for moms, dads, grads, and everyone in between.

The idea came to life across every touchpoint and platform. A dedicated landing page highlighted each bundle's unique appeal while emails spoke directly to specific recipient personas. Playful posts and targeted ads encouraged followers to elevate their gift game with bundles designed to help them travel their way, and in-store signage helped customers discover the perfect bundle for their loved ones.

By weaving this narrative across every channel, we elevated Away's Spring Gifting campaign beyond a mere product promotion. We created an emotional connection with customers, inspiring them to give gifts that truly matter – gifts that unlock unforgettable experiences and create lasting memories.

Advertisement displaying a travel bundle including a beige carrying case, a white tote bag, and a rose-colored suitcase with a handle, set against a light brown background.
A person practicing yoga on a mat in front of a large window with natural sunlight
A digital interface with the word 'AWAY' in bold white letters on a black background, and options labeled 'Shop' and 'Refer a friend'
Empty white square with no visible objects or details.
A pink rolling suitcase, a cream-colored tote bag with black handles, and a small cream toiletry bag with a zipper, with the text "Give the gift of travel" in the top left corner.
Advertisement for travel essentials gifts with a call-to-action button labeled 'Get Gifting'
Empty white square placeholder
A promotional image showcasing a beige tote bag with black handles placed over a green suitcase on a neutral background. Text reads "The Everywhere Tote" and "Shop now" in black.
Travel cosmetics bag with makeup brushes in a case on the left and bottles of skincare products on the right, with text reading "The Cosmetics Bag" and "Shop now" on the right side.
A promotional image displaying a large, blue, rolling suitcase with a handle extended, paired with text that reads 'The Large Flex' and 'Shop now'.
Silhouette of a person climbing a rock wall at sunset
Text on black background that reads "BUNDLE AND SAVE"
Set of four travel suitcases and bags in beige, pink, and cream colors, with a promotional text at the top left corner saying 'Save up to $150'.
Advertisement offering up to $150 off on curated Mother's Day gift bundles, with a 'Shop Now' button, on a black background.
Open black tech case containing chargers, AirPods, and accessories on a white surface with text promoting tech case products and a shopping link.
A man holding a blue bag stands next to a silver suitcase at the entrance of a home.
Orange carry-on suitcase with four wheels, extended handle, and textured exterior, photographed against a light background, with promotional text that reads 'The Bigger Carry-On Flex. Shop now.'
Advertisement for Father's Day gift bundles with a call-to-action button that says 'GET GIFTING'.
Empty white square, no content in the image.
A section of a website or app interface with options labeled 'AWAY', 'Shop', and 'Refer a friend'.
Empty white square, no content visible.
A green outdoor backpack placed on top of a gray hard-shell suitcase, with text on a beige background reading "The Outdoor Backpack 26L Shop now."
A close-up of a black spider on a white background.
Set of two hard-shell suitcases, one olive green and one navy blue, with extendable handles and four wheels, along with a navy blue duffel bag with a shoulder strap, and a small transparent case containing toiletries and accessories with an open zipper pocket.
Black background with white text offering a gift deal for dads, promoting curated bundles with up to $150 off for a limited time, and a 'Shop Now' button.
Text on a black background that reads 'BUNDLE AND SAVE'.
Web page showcasing travel bags with the headline "Well done, grad" and a bundle deal offering three different travel items: The Outdoor Backpack 26L, The Bigger Carry-On, and The Small Toiletry Bag, with prices and color options listed.

Made possible by the team at Laer Studio.

ASSOCIATE COPYWRITERS
Sam DePeel
Kyle Sweeney

FOUNDER + EDITOR IN CHIEF
Rachel Leslie

SENIOR WRITER
Alyson Burke

←

→