It’s in the bag

What do Manchester, Liver-pool and Birmingham have in common? Aside, of course, from being great British cities, they are also bags from the new European collection by World Traveller, the luggage superbrand that is making history across the nation. World Traveller is the first brand to be owned by Primer Group of Companies, the corporation that distributes such travel and lifestyle goods as Samsonite and Jansport.

“We see (World Traveller) as our principal,” shares marketing and sales director Darwin Banez, “and we intend to grow the brand not only in the Philippines but also in Asia — and eventually, the world.”

Optimism towards international recognition is quite at the heart of World Traveller; its own name connotes a jet-setter’s lifestyle. The brand, first introduced almost 20 years ago, continues to attract Filipino travelers from all walks of life with its unparalleled product quality — and wallet-friendly rates.

Primer officially launched World Traveller as its premier product last April at the SM Mall of Asia. Held at MOA’s music hall, it featured a concert, fashion show and product-selling event. Banez hopes the event draws plenty more locals — and non-locals, for that matter — to the World Traveller buzz.

“The bags specifically cater to Asian travel,” expresses brand manager Dinah Yau-Lim, citing the lightweight frame and durability as the main reasons behind the bags’ increasing popularity.

Having an impressive carrying capacity at such reasonable prices can’t hurt, either. According to product manager Catherine dela Cruz-Uy, each bag weighs about 3.5-4.5 kg but can carry up to 20 kilos or more. Even better are the prices, which range from P1,990 to P4,000, tops. Wrap it all up in the stylish color scheme — I myself favor the classic black, but there’s a lipstick-red set that oozes sophistication — and you’re in for a steal.

Dela Cruz-Uy mentions that more benefits can be seen in World Traveller’s exemplary make. She uses the Birmingham — the brand’s flagship bag for its new collection — as the perfect example. The Birmingham is made of high-density polyester; its trolley system features aluminum metal, with a smooth grip for added comfort. Aside from the array of pockets and “self-mending” zippers, the bag also boasts two innovations. The first is a built-in, TSA-approved combination lock, “for added security and convenience.” The second is a transparent warranty card slot inside the bag — a smart solution to the perpetual cycle of card misplacement. “Warranty cards were meant to be lost, but not anymore,” quips Banez. The best thing is that the same attention to detail applies to all World Traveller products.

This ability to give customers what they are asking for — even before they ask for it — has always been a trademark of both Primer and World Traveller. Banez shares that the union of the two will produce “universal travel solutions” as a company policy. He adds that the brand will not settle for less than ultimately becoming “the preferred and sensible choice in the entire region.”

How Primer is going to accomplish this relates to its plans for the market. To build the brand image of World Traveller, the company will establish a strong presence in the country by targeting three major groups: namely, upstart business travelers, Asian expatriates (or OFWs), and family vacationers. “People want value for money,” observes Banez — and that is precisely what World Traveller promises. Stylish, lightweight, durable, and world-class — as the text in the brand’s soon-to-be-released television ads puts it — are the traits that will keep even the most price-discerning customers coming back for more.

The campaign also leans largely on the duality of the luggage. “It is the best of both worlds,” Banez continues. “On one side, working hard; on the other, playing hard. The quality (of World Traveller) is fit for both.” Advertisements for the brand feature the same man in two locations, an office and a beach, his World Traveller bag displaying appropriate contents for each setting. A life-sized cut-out of this scenario is displayed alongside all World Traveller sets in SM department stores and exclusive retailers, to distinguish the brand from other available travel goods.

Also in the works is a special promo from Gyroplane Philippines, SM department stores, and Taal Vista Hotel. Every purchase of World Traveller products worth P2,500 entitles buyers to a raffle coupon. The lucky winner will get to fly on a gyroplane, the safest and most streamlined aircraft in aviation to date. An overnight stay for two at the Taal Vista Hotel — with perks — will cap off the once-in-a-lifetime aerial adventure.

If things go according to plan, then World Traveller will definitely be getting a second look.

The Gyroplane Adventure Promo runs until June 30. World Traveller is available exclusively at SM department stores, Travel Club, and Travel Republic.