—— AWAY TRAVEL
Making luggage a lifestyle
CAMPAIGN DEVELOPMENT, E-COMMERCE, EMAIL, SOCIAL, RETAIL, SMS
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.
—— 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.
—— 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.
—— 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.
Made possible by the talented team at Laer Studio.
JUNIOR COPYWRITERS
Sam DePeel
Kyle Sweeney
FOUNDER + EDITOR IN CHIEF
Rachel Leslie
SENIOR WRITER
Alyson Burke