Connecting fans with the brand like never before, TUMI recently launched its breakthrough TUMI Virtual Store to deliver an immersive and enhanced omnichannel experience to Asia Pacific and Middle East customers as well as debut the new Spring 2021 collection.

To launch the TUMI Virtual Store and present the Spring 2021 Collection to a regional audience across Asia-Pacific and the Middle East, TUMI engaged PLUG and partners What If Events and Onemedia Group to produce its first-ever Regional Livestream Event. As regional PR agency for TUMI, PLUG was also tasked with managing media outreach for the livestream across the different markets.

For regional media outreach, PLUG coordinated the livestream press invitations and follow-up process with the markets to maximise the buzz around the launch of the TUMI Virtual Store and Spring 2021 collection. Over 500 APAC and Middle East media virtually attended the TUMI Regional Livestream which was also publicly broadcast on TUMI social media platforms.

For the livestream production, PLUG developed and set the complete event rundown for the MC, Adam Hershman (Vice President of TUMI, Asia Pacific and Middle East) and Victor Sanz (TUMI Creative Director). In addition to producing talking points and advising on aspects of the set, PLUG handled the production of the livestream’s fashion show runway segment which showcased the latest fashions from the TUMI Spring 2021 collection. From pre-production planning with the videographer to casting models, styling and sequencing looks, we handle every step of the process to produce the final segment.

Catch the full Livestream Recap at https://fb.watch/3sF5SCGFoF/.