In 2016, Away revolutionized the travel industry with the launch of its perfectly designed Carry-On, combining functionality with modern aesthetics. Nearly a decade later, with millions of satisfied customers and billions of miles traveled, the brand remains committed to innovation, now extending its impact to the softside luggage market—a category that comprises 54% of the U.S. luggage market yet has seen little innovation. Blending style, durability, and functionality, Softside expands the brand’s lineup, and revitalizes a historically stagnant category. Away recognized this opportunity to bring the same disruptor energy and meticulous attention to design, durability, and style that earned its hardside luggage such acclaim.
With the launch of its Softside line, Away aimed to rejuvenate this underserved category by addressing travelers’ desire for lightweight, flexible, and stylish luggage. Away released a campaign that highlighted the key product elements while resonating with a wide range of travelers through relatable, aspirational travel moments, and reinforcing Away’s position as a leader in the travel goods industry. The campaign leveraged a multi-channel approach, including a short film, bold OOH takeovers in key travel hubs, and dynamic social media content to drive engagement. Softside not only expanded the product line but also also redefined expectations for softside luggage—turning a practical choice into a lifestyle statement.
Travel is personal, and while Away is synonymous with hardside luggage, the brand recognized that some travelers are inherently softside people. To bring these consumers into the Away family, the brand developed a 360° campaign celebrating the softer side of travel.
To accompany the launch of the product, Away's Softside campaign introduced their line with a playful approach. The campaign was grounded in the emotional connections travelers have with their luggage and aimed to expand Away’s appeal without overshadowing its iconic hardside reputation. The team started by identifying personalities who could authentically represent the “soft side,” selecting figures like Succession’s Alan Ruck, skateboarder Tyshawn Jones, art critic Jerry Saltz, and comedians Megan Stalter and Ben Marshall. Each brought their unique “soft side” to life in a 30-second film showcasing candid inner monologues during airport moments, a relatable yet unexpected take on travel marketing.
Bringing the campaign to life required meticulous coordination. Casting had to align with Away’s brand ethos while representing a diverse set of personalities. Identifying a group of campaign stars all of which are inherently softside people, then unifying their unique personalities in a way that made sense for the creative vision of the campaign was no small feat. Logistically, managing talent schedules and ensuring a cohesive creative direction across OOH, social media, and video was a complex task. Careful pre-production planning ensured seamless execution, from scripting and filming to synchronizing with OOH activations in major travel hubs.
As a pioneer in the hardside luggage space, Away faced challenges with the Softside campaign due to its established reputation. The brand sought to expand its reach to new consumers while preserving the efficacy and reputation of its core product. This required careful positioning to ensure Softside complemented rather than conflicted with the brand’s existing offerings. While Away has cornered the hardside luggage market, some people still prefer softside. To address this, the campaign’s messaging focused on the versatility and emotional connection of Softside, reinforcing that Away caters to all kinds of travelers.
The campaign extended into “travel confession” interviews on social media, blending humor and style to highlight Softside’s practicality and chic design. Ultimately, the campaign successfully resonated with audiences, introducing a new side of Away while retaining its unique and playful brand identity.
The Softside campaign achieved key objectives, including driving customer engagement, expanding the brand’s reach, and surpassing sales expectations. On launch day, the campaign delivered Away’s second-highest traffic day of the year, showcasing the anticipation and excitement the new offering generated among their customers, reinforcing the strength of the brand’s engagement and appeal. The campaign garnered widespread attention in press and trade outlets, as well as across Instagram, where Away’s engagement rate rose by almost 30%, while impressions surged by 61% compared to previous product launches highlighting strong resonance with Away’s audience. Softside exceeded sales projections in the first week of launch and has already accumulated 160+ five-star reviews, validating the product’s quality and customer satisfaction. Since launch, over 50% of Softside sales have come from first-time Away customers, highlighting the brand's ability to tap into a previously underexplored market and expand their reach beyond their existing loyal customer base.
By offering a new iteration of Away’s iconic design tailored to soft luggage, the campaign showcased the brand’s ongoing commitment to innovation both in product and marketing approach. These results not only reinforce Away’s reputation as a leader in the travel goods industry but also provide valuable insights for future launches aimed at further expanding customer engagement and market share.