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In 2016, Away redefined the travel industry with its award-winning Carry-On and other travel essentials that sparked thousands of imitators and a community of millions who aren't afraid to break the mold when it comes to self-expression and travel.
Away sought a copywriting partner who could capture their witty, unconventional, and always ready for the next adventure brand voice and personality. They sought out stories that could do more than just sell products; but transport their audience to new destinations and make them feel confident that Away could get them there with ease and style.
Making luggage a lifestyle.
introductions
Services
Details
Campaign Development
Ecommerce
Social & Paid Ads
Retail & Events
Industry: Travel
Location: New York City, NY
Year: 2024
Away needed a copywriting (and storytelling) partner…so, we answered the call.
The brief
Together, we brought Away’s brand voice to life across countless, multi-channel campaigns.
the story arc
We immersed ourselves in the world of Away, mastering their brand voice and developing a deep understanding of the needs of their travel-obsessed community. We teamed up with their marketing, design, and SEO teams to craft cohesive narratives that spanned every touchpoint from ecomm to social, email, retail, packaging, event marketing, and beyond.
An ongoing creative collaboration.
the results
Our collaboration with Away wasn't just about the words, but constantly creating a fun and inspiring journey for their customers in a way that felt relatable, and undeniably Away. We celebrated milestones together writing campaigns for new colorways, spring gifting, Pride, The Collegiate Edit, Outdoor Collection and the reintroduction of their newest Softside Collection…to name a few. Keep scrolling for a deep-dive for some highlights of our work together.
Elevating the gift game for mom’s, dad’s and grads.
CAMPAIGN HIGHLIGHT
For Away's spring gifting campaign, we moved beyond typical gift-giving and tapped into the desire for meaningful experiences. We positioned Away's curated bundles as the perfect way to say "I get you"–not with another tie or candle, but with thoughtful bundles for moms, dads, grads, and everyone in between.
The idea came to life across all platforms: a dedicated landing page showcased each bundle, while emails spoke to specific recipients. Playful posts and targeted ads encouraged followers to elevate their gifting, and in-store signage guided customers to the perfect bundle. This approach transformed this campaign into more than just product promotion but an emotional connection, inspiring customers to give gifts that unlock experiences and, of course, lasting memories.
Spring Gifting
A new collection designed for adventure.
CAMPAIGN HIGHLIGHT
Away's core audience was familiar with the brand's sleek luggage, but the brand sought to expand its reach to outdoor enthusiasts and everyday adventurers. The challenge was positioning The Outdoor Collection as essential gear for epic expeditions and local outings, appealing to seasoned explorers and casual wanderers alike. We crafted a campaign around the idea of traveling further. Celebrating the boundless possibilities of outdoor adventure, we showcased The Outdoor Collection's rugged durability and thoughtful design, positioning it as ideal gear for those who seek to go beyond their comfort zones and discover new horizons.
Outdoor Collection
