Paklite launched in 1961 with Australia’s first zippered soft-side luggage. Paklite has since remained synonymous with innovation, quality and affordability. Paklite’s ongoing commitment to creating highly durable, lightweight and unique luggage for people on the move has cemented its position as a leader in the travel goods industry.
The Ideas Suite aimed to grow awareness of Paklite through traditional, digital, and social media. The Ideas Suite developed and implemented a strategy that included celebrity seeding, product reviews and promotions, and sampling among key travel journalists. The Ideas Suite targeted major travel, lifestyle and fashion media to help establish Paklite as a premium, leading travel goods provider, and promoted the new ranges as the most fashionable, lightweight and durable on the market.
In the first six months of PR, The Ideas Suite secured 73 media placements for Paklite’s new lines in print, online and social media. Highlight coverage included The Sun herald, The Sydney Morning Herald and Woman’s Day as well as social media coverage by celebrities including Simon Pryce from The Wiggles, designers Bec and Bridge and Kate Johnson, Miss Australia. In the six months the media coverage reached a (repeat) audience of over 17 million.