AUSTRALIAN BRAND CAMPAIGNCOMMENCING JANUARY 2016

PARISIS ALWAYS A GOOD IDEA

—Audrey Hepburn

11SHOPPING CENTRES

Melbourne, Sydney& Brisbane

CONTENTS

09CAMPAIGN OBJECTIVES

05OUR STORY

29SOCIAL MEDIA

Facebook, Instagram & Twitter

23BLOGGER EVENT

20MAGAZINESMarie Claire

31MAJOR FACEBOOK PROMOTION

Resort Chic Getaway!

32PUBLIC RELATIONS

26 MINK PINK

COLLABORATION

07POINT OF SALES

Europe

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CAMPAIGNTIMING

JANUARY FEBRUARY MARCH APRIL MAY JUNE JULY

MELBOURNE SHOPPING CENTRES

SYDNEY SHOPPING CENTRES

BRISBANE SHOPPING CENTRES

MARIE CLAIRE MAGAZINE

BLOGGER EVENT

MINK PINK COLLAB.

F.E.W CONFERENCE

MAJOR FACEBOOK COMPETITION

INSTAGRAM ADVERTISING

FACEBOOK ADVERTISING

PUBLIC RELATIONS/INFLUENCERS

22/02/16 – 11/04/16

22/02/16 – 20/03/16

FEBRUARY ISSUE

FEBRUARY

01/03/16 – 18/03/16

ONGOING

FEBRUARY, MARCH & APRIL

22/02/16 – 04/04/16

FEBRUARY

ONGOING

ONGOING

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Ten years ago in Paris, the fashion capital of the world, a designer who loved colour dared to inject imagination into luggage, bags and the world of travel. In his new brand, the element of surprise was essential. First, the vibrant and pop colours, creating desire and changing with the time. Next, his designs are inspired by “Haute Couture”, so people can choose their bag and luggage in the same way they choose clothing. For materials, his use of silk, twill, nylon and shiny precious vinyl create an irresistible desire to touch. The brand opened boutiques at prestigious Paris addresses: Opéra, Saint-Germain-des-Prés, la Tour Eiffel. In these shops, you can give into the temptation to look and to touch, while the transparency and simplicity of displays let colour express itself to the fullest. It is a place where sales advisors emphasize fashion and style, beyond the product’s convenience and lightness. Lipault successfully used colour as a source of inspiration and fashion as a vast field of expression. This is what makes Lipault one of the most desired bag and luggage brands.

Il y a 10 ans, à Paris, la capitale de la mode, un designer amoureux de la couleur osa introduire de la fantaisie dans des bagages, des sacs et plus généralement le monde du voyage. Il créa ainsi une marque surprenante par bien des aspects. Les couleurs : pop et vibrantes, elles suscitent le désir et évoluent avec les saisons. Puis, le design : inspiré par la Haute Couture et l’univers de la Mode. Enfin, les matières : nylon soyeux et vinyle invitent à la découverte. Hommes et femmes peuvent désormais changer de sac et de bagage comme ils changent de vêtement. La marque installe ses boutiques dans les quartiers les plus prestigieux de Paris : Opéra, Saint-Germain-des-Prés et la Tour Eiffel. Des boutiques où l’on est tenté de regarder et de toucher, grâce à la transparence des vitrines, véritables écrins pour les couleurs. Des lieux où le personnel donne des conseils de mode et de style, au-delà des caractéristiques de praticité et de légèreté. La couleur comme source d’inspiration et la mode comme champ d’expression, c’est ce qui fait de Lipault l’une des marques de sacs et de bagages les plus désirables aujourd’hui.

OURSTORY

NOTRE HISTOIRE

THE LIPAULTCORE CUSTOMER

WHO ARE THEY?

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Women aged 25-45 years old who are fashionable, stylish and well traveled.

The Lipault lady changes bags and cases like dresses andshoes to suit her taste day to day. Joyful and daring, she

mixes and matches colours and models to coordinate withher outfit. With seasonal fashion colours and supple, soft

and hard-wearing materials, these bags creatively embodyParisian chic. From handbags to travel bags, briefcases

and suitcases, Lipault has establisheditself as the colourful Parisian bag brand.

Lipault helps her to Live her life with her own style.Lipault knows what makes her Laugh and cry.

Lipault Loves her for who she is and understand her completely.She’ll always travel in style with Lipault by her side.

Established in the heart of Paris, the Lipault collection delivers a fashionable, lightweight option for modern travellers.

After developing luggage for Air France, founder Francoise Lipovetsky established Lipault as a leading symbol of style and

ease. The functional yet stylish bags were named after the French noun ‘plume’, which means ‘feather’.

These collections are designed to meet the needs of today’s fashion savvy travellers: Ultra-lightweight, bright fashion

colours, luxurious but durable fabrics, functional and fashionable with a Parisian flair.

POINTOF SALES

Flexibility, elegance and lightness, Lipault products are available from over 200 points of sales across the world.

POINTOF SALES

WORLD WIDE

SAINT-GERMAIN-DES-PRÉS, PARIS TOUR EIFFEL, PARIS

OPÉRA, PARIS ROLLING LUGGAGE, SYDNEY

SELFRIDGES, LONDONPOP UP STORE, SHATIN YATA, HONG KONG

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CAMPAIGNOBJECTIVES

To drive brand awareness and engagement and become the go-to casual-lifestyle bag for women, that also offers a range

of luggage that is affordable, colourful and French.

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NEW CAMPAIGNGRAPHICS

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SHOPPINGCENTRES

With new campaign imagery for Spring/Summer 2016, featuring on trend colours aqua blue and antique pink, Lipault will come to life in shopping centres across Austraia. We have selected high profile digital sites to capture our Lipault Lovers

when they are in their ‘Fashion Zone’, when colour, style and trend are at the top of their mind.

We have focused our activities across centres in Sydney, Melbourne & Brisbane close to points of purchase.

SHOPPINGCENTRES

VICTORIA

CHADSTONE SHOPPING CENTRE – THE FASHION CAPITALTIMING: 22ND OF FEBRUARY– 11TH OF APRIL

REACHING: 3.4 MILLION

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SHOPPINGCENTRES

VICTORIA

EASTLAND SHOPPING CENTRETIMING: 22ND OF FEBRUARY – 20TH OF MARCH

REACHING: 200K

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SHOPPINGCENTRES

VICTORIA

HIGHPOINT & SOUTHLAND SHOPPING CENTRESTIMING: 22ND OF FEBRUARY – 20TH OF MARCH

REACHING: 1.9 MILLION

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SHOPPINGCENTRES

NEW SOUTH WALES

WESTFIELD SYDNEY & CHATSWOODTIMING: 22ND OF FEBRUARY – 20TH OF MARCH

REACHING: 2.6 MILLION

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SHOPPINGCENTRES

NEW SOUTH WALES

MACQUARIE CENTRE & WESTFIELD BONDI JUNCTIONTIMING: 22ND OF FEBRUARY – 20TH OF MARCH

REACHING: 690K

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SHOPPINGCENTRES

NEW SOUTH WALES

WESTFIELD MIRANDATIMING: 22ND OF FEBRUARY – 20TH OF MARCH

REACHING: 212K

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SHOPPINGCENTRES

QUEENSLAND

MYER CENTRE BRISBANETIMING: 22ND OF FEBRUARY – 4TH OF APRIL

REACHING: 2.6 MILLION

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SHOPPINGCENTRES

QUEENSLAND

INDOOROOPILLY SHOPPING CENTRETIMING: 22ND OF FEBRUARY – 20TH OF MARCH

REACHING: 238K

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MAGAZINES

To capture our Lipault Lovers when they are immersed in their‘Fashion Bibles’. We have selected the key title of Marie Claire

to launch the new season colours, when colour, style and trend are at the top of readers minds.

MAGAZINESMARIE CLAIRE

AUSTRALIA

TRAVEL SPECIALTIMING: FEBUARY ISSUE ON SALE NOW!

REACHING: 503K

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MAGAZINESMARIE CLAIRE

AUSTRALIA

EDITORIAL - AGENDA

LIPAULT IMPOSES ITS STYLEFrom handbags to travel bags, briefcases and suitcases, in less than 10 years Lipault has established itself as THE colourful Paris luggage brand. To retain the brand’s signature Parisian style, the international design, marketing and development teams have been substantially strengthened and all remain based in Paris at Samsonite France’s headquarters.

TRAVEL SPECIALTIMING: FEBRUARY ISSUE ON SALE NOW!

REACHING: 503K

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BLOGGEREVENT

New Caledonia is making its mark as the go to destination of 2016. Not just any tropical playground, New Caledonia has a

charming mix of French and Melanesian: warm hospitality sitting beside European elegance, gourmet food beneath palm trees, sand, resorts, bungalows, concrete, bamboo. Long gorgeous

beaches are backed by cafes and bars, with horizons that display tiny islets to attract day trippers.

This year we have invited influential blogger the Trend Spotter (Dasha Gold) to visit New Caledonia as a Lipault brand

Ambassador. Dasha will be taking photographs with the new season Lipault products in various iconic New Caledonian

locations. The images will be appearing on our social media channels and the website.

BLOGGEREVENTAUSTRALIA WIDE

BLOGGER: THE TREND SPOTTERLOCATION: NEW CALEDONIA TIMING: FEBUARY 2016

REACHING: 623K ACROSS ALL PLATFORMS

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BLOGGEREVENTAUSTRALIA WIDE

BLOGGER: THE TREND SPOTTERLOCATION: NEW CALEDONIA TIMING: FEBUARY 2016

[FIRST LOOK]

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COLLABORATIONSX MINK PINK

Lipault have collaborated with fashion label Mink Pink to engage the world’s top fashion bloggers for the competition of

a lifetime.

Phase 1: Bloggers are asked to upload an image on their social media in their favourite Mink Pink piece, tagging and following @

LipaultParis_au, @official_minkpink and #minkpinklipaultgbc

Phase 2: The top 100 entries will feature in an online gallery. Bloggers will encourage their audience to like @LipaultParis_au,

@official_minkpink and vote for their favourite image.

Phase 3: The 3 bloggers with the highest votes will be decked out with the latest Lipault and Mink Pink items. These bloggers will post shots of their travels with their Lipault Luggage and

Mink Pink outfits.

The most creative entry will WIN a holiday around the world!

One lucky voter will also receive an amazing prize pack including clothes and Lipault luggage.

Phase 4: To celebrate our relationship with Mink Pink, we will hold our own competition on Instagram encouraging fans to follow our page for their chance to win Lipault luggage and a

$500 Mink Pink voucher.

COLLABORATIONSX MINK PINK

WORLD WIDE

LIPAULT X MINK PINKTIMING: 8TH OF FEBRUARY – 6TH OF APRIL

POTENTIAL REACH: 560K ACROSS ALL PLATFORMS

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SOCIALMEDIA

A key element of this campaign will be the integration of social media. In January 2016, we launched the Lipault Paris

Australia pages. This will allow us to communicate directly with the Australia & New Zealand audience.

The Facebook page will feature a contact us form where customers can send product queries straight through to our

head office. We will also have a store locator so users can find their nearest Lipault stockist in Australia & New Zealand.

Lipault will be using Twitter primarily as a direct service tool for customers wanting to know anything and everything about

Lipault in Australia and New Zealand. We will provide quick and helpful service to those in the general public wanting

information about anything about Lipault – from where to buy to which luggage would suit them best.

A key social media event will be our major Facebook promotion launching in March. Fans will be invited to enter to WIN the

holiday blogger Trend Spotter attended earlier in the year to New Caledonia! Prize will include flights and accommodation

in the tropical paradise.

SOCIALMEDIA

AUSTRALIA & NEW ZEALAND

COMMUNITY MANAGEMENT & ADVERTISING

INSTAGRAMTIMING: ONGOING

TWITTERTIMING: ONGOING

FACEBOOKTIMING: ONGOING

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SOCIALMEDIA

AUSTRALIA & NEW ZEALAND

MAJOR FACEBOOK PROMOTIONTIMING: 1ST OF MARCH – 18TH OF MARCH

WHICH COLOUR BAG BEST REPRESENTS YOUR HOLIDAY STYLE?

THE LIPAULT RESORT CHIC GETAWAY

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PUBLICRELATIONS

Lipault has seen some great traction in fashion magazines, fashion bloggers and influential celebrities since our launch in 2015. A key part of the 2016 campaign we will be targeting key fashion and travel titles positioning Lipault as: ‘Parisian style

every time you travel’. We will also be building our relationships with brand advocates who share their love for Lipault via their

own social channels..

Reaching an audience of 8 million in 2015!

PUBLICRELATIONS

MAGAZINE COVERAGETIMING: ONGOING

INFLUENCER OUTREACHTIMING: ONGOING

Titles include Instyle, The Age & SMH – Sunday Life Magazine, The Age & SMH – Traveller, Signature Travel & Style Magazine

and the Sun Herald – Travel.

ANNABELLA BARBER 30K FOLLOWERS

DULCEIDA 621K FOLLOWERS

MONTANA COX 90K FOLLOWERS

EB_BLOG 9K FOLLOWERS

EZZENTRIC TWEE 21.6K FOLLOWERS

HELLO MISS MAY 50K FOLLOWERS

JESSIE_KHOO 27K FOLLOWERS

AUSTRALIA & NEW ZEALAND

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PUBLICRELATIONS

LIPAULT FEATURESBLOGGERS & INFLUENCERS 2015/2016

AUSTRALIA & NEW ZEALAND

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