TUMI 50th Anniversary Gold Collection

TUMI celebrated its milestone 50th (aka, “golden”) anniversary with an ultra-limited edition collection of gilded bags and accessories from the brand’s pinnacle 19 Degree Aluminum series.

It was the brand’s first embargoed global drop. To drive engagement and brand buzz, I treated it like a mini campaign, working with marketing to develop a phased approach to the drop (teaser, launch, and sustain). I wrote copy for all customer touchpoints, including the press release and all site, email, and social copy.