Through its Global Citizens Campaign, Tumi looks for people who are leaders — entrepreneurs, businessmen, artists, stylists — and helps them pursue their dreams by offering travel essentials that are functional, stylish and durable.
He dreamed of becoming a commercial pilot when he was growing up. To this day, his passion for flying never wanes. But instead of manning the cockpit, you’ll often find him on the passenger’s seat — jetting off from one destination to the next at a moment’s notice.
E! News Asia anchor Dominic “Dom” Lau, Asia’s answer to Ryan Seacrest, finds traveling similar to being on live TV — you never know what to expect.
“I live in Hong Kong, but I work in Singapore. And so at short notice, I’ll be on my feet again catching my next flight to India, Australia or the US to cover red-carpet events or interview celebrities,” shares Lau.
At times, he finds the extensive travel demanding, but being able to do something he loves for a living makes everything worthwhile. “Travel is not only an integral part of my job, it’s also something I love doing.”
When it comes to packing, Lau doesn’t do it lightly. “There’s quite a lot of stuff I need — essentials that I can’t do without such as scripts, preparation materials and my iPod because music matters to me,” adds Lau who relies on his Tumi Alpha Bravo Kingsville backpack to carry these items in style and with ease.
Lau’s dedication to his craft and passion for travel doesn’t go unnoticed as Tumi, the leading international brand of premium travel, business and lifestyle accessories, has chosen the TV and radio personality as one of its global citizens, alongside award-winning Chinese industrial designer Jamy Lang, from the Asia Pacific region.
Tumi recognizes extraordinary people on extraordinary journeys through its Global Citizens Campaign where it uses less famous faces to underline its accessibility.
“Global citizens are inspiring individuals who, though not megastars, are considered men and women of distinction and achievement. They push the boundaries of travel in pursuit of their passions,” explains Tom Nelson, managing director of Tumi Asia, during the introduction of Asia’s global citizens held recently at The Apex in Central Plaza, Wan Chai in Hong Kong.
“I’m honored to be part of the esteemed group of people who share the same passion for travel, adventure and who really admire the brand for its durability and style,” says Lau.
A campaign inspired by extraordinary customers
Launched in August 2013, Tumi’s Global Citizens campaign highlights individuals for whom travel is basically a way of life. From road warrior to a more diverse global citizen, the campaign aligns and engages with the brand’s next generation of consumer.
The initial batch consists of Alexandra Cousteau, an environmentalist and explorer who is the granddaughter of Jacques-Yves Costeau; Paolo Ferrari, North American chairman and CEO of Pirelli Tire; and Amanda Sudano-Ramirez, National Geographic “Emerging Explorer” and environmentalist. The spring 2014 campaign featured Grammy award-winner Eric Whittaker and Peek.com founder Ruzwana Bashir.
“We look for people who are leaders — entrepreneurs, businessmen, artists, stylists — individuals who have crossed boundaries to accomplish their missions in life, and firmly believe in what they’re doing. Tumi helps them pursue their dreams by offering travel essentials that are functional, stylish and durable,” explains Nelson.
In Asia, Tumi proudly introduced two new global citizens: TV and radio personality Dominic Lau and the award-winning Chinese industrial designer Jamy Yang.
To celebrate their appointment as Tumi’s Asia Global Citizens, Lau and Yang gave us a glimpse of their travel stories through creative installations, which showcased their ultimate travel companions.
Yang created a “mobile” travel case to make journeys as easy as possible. Yang’s white trolley, equipped with a seat and a set of wheels, literally carries the traveler to his/her destination.
“To fit with Tumi’s philosophy of making travel effortless, I created this original design that eliminates the hassle of traveling, making everyday journeys enjoyable,” explains Yang.
Lau, on the other hand, shows off his reliable travel buddies: his Ducati motorbike and Tumi Alpha Bravo Kingsville backpack.
“It’s not often that you’ll find a product that’s durable and stylish at the same time. The beauty of Tumi is that the brand puts aesthetic thought, as well as functionality, in every product they develop. I’m totally addicted to my Alpha Bravo backpack — it goes wherever I go,” enthuses Lau. Though he didn’t end up as a pilot, Lau made sure he still gets to see the world.
Aside from Lau and Yang, Tumi also selected over 100 Tumi Trailblazers from across Asia Pacific including Hong Kong, China, Indonesia, Singapore, Malaysia, Vietnam, Thailand, Taiwan and the Philippines to travel with Tumi and share their adventures through their art installations.
Hailing from the world of fashion, photography, design, travel, business and beyond, each industry leader was given a Tumi bag and a Tumi Travel Journal to capture their extraordinary journeys, which were displayed during the event.
Our very own Karen Pamintuan, host of the lifestyle show Listed and a professionial equestrienne, created an installation inspired by her equestrian training trip to Bohol.
The creative installations will travel to Singapore, Malaysia and China.
Being a global citizen is all about having a zest for life, giving your best shot in everything you do, and being able to jump to the next adventure no matter what and where that might be — with Tumi in tow.
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Check out Tumi’s latest collection designed by creative director George Esquivel at its branches at Greenbelt 5, Bonifacio High Street, and Ayala Center, Cebu.