1 STORY
JANA HEYER NATURE OF IDENTITY SPRING 2014
AMERICAN TOURISTER WAS BORN IN THE GREAT DEPRESSION
3 STORY
CREATED TO GIVE EVERYONE THE OPPORTUNITY TO
5 STORY
SEE THE WORLD
7 STORY
EXPERIENCE LIFE
9 STORY
11 STORY
WITH AFFORDABLE DURABLE LUGGAGE
STORY OUR HISTORY
14
BRAND THE NEW BRAND
30
USE GUIDELINES
36
BRAND STRATEGY
51
FUTURE EQUIPMENT
68
TRAINING
74
COMMUNITY
80
APP WITH EVERYTRAIL
82
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SOL KEFFLER OFFBEAT VISIONARY After working in the luggage manufacturing industry in the 1920s Sol Keffler set out to start his own company which would provide better quality luggage which was affordable and durable. The process used in his previous employment was thin pieces of wood, glued together and covered with paper or fabric. This method was not durable and only sought to preserve the bottom line of the manufacturer. Keffler’s new company, founded in 1932 with his life savings, produced luggage in the same price range as his competitor, but provided a better product.
made form the new plastics developed during WWII and went on to make sleek cases from molded plywood and veneer.
In it’s first year American Luggage sold 5,000 suitcases for $1. In the coming years the brand expanded to produce TWO additional sizes, sold for $2 and $3, that came in black and brown. Shortly after the company began to use new technology that would bend plywood to create shaped luggage. The new design was thinner and had rounded corners, included zippered interior pockets, linings and were not prone to splitting and cracking.
LUGGAGE IS A GLOBAL AFFAIR
This new line, which was dubbed American Tourister, set a new standard for the industry. The company expanded rapidly and by 1944 it had revenues of $100,000. Despite the success American Tourister remained a regional brand. Koffler spent $12, 000 on a national advertising campaign in 1945, which was an unusually high amount for the time. American Tourister revolutionized the industry once again by becoming the first company to make an all vinyl case. They were the first to produce luggage
Doyle David Bernbach created and award winning print and TV campaign advertising the indestructible nature of the new line from American Tourister. This featured a man in a gorilla suit attempting to destroy the luggage.
WITH ME. AND FROM SAIGON TO STOCKHOLM, PALM SPRINGS TO PARIS, AMERICAN TOURISTER GOES WITH ME
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SALE AND CRASH PERFECT TIMING Koffler sold the company to Hillenbrand Industries, a furniture manufacture in Indiana in 1978. This year was the financial peak for the company. Sales reached a record $83.8 million and hit $16.2 million. Unfortunately the economic downturn of 1980 hit American Tourister hard. In 1980 sales dropped 60% in one year. The next decade did not see any recovery
in American Tourister sales despite national advertising campaigns and an attempt to rally sales with 50th anniversary promotions. In 1994 former Samsonite vice-president of sales and marketing was named as the president of American Tourister. The two companies had operated separately, despite having the same ownership, but this market a merging of the two lines. American Tourister became the lower end product line of Samsonite. The American Tourister facilities in Warren Rhode Island and Jacksonville, Florida were closed in 1996, cutting 137 jobs. Manufacturing was moved off shore, siting increasing labor and materials costs. Sales of the luggage continue because of brand recognition and former brand dominance.
SOLD AT THE HEIGHT OF PROFFITABILITY JUST MONTHS BEFORE THE MARKET CRASH
1932 FOUNDED RHODE ISLAND American Luggage Works opened their first shop in a vacant grocery store. Suitcases were sold for $1 during the depression, selling 5,000 in the first year.
1944 RECORD PROFIT $100,000 IN REVENUE Invovement in the war effort lead to innovation and increase in production facilities.
1954 INNOVATION PLASTIC MOLDED CASES AND WHEELS ON ROLLER CASES First luggage manufacturer to make an all-vinyl case, put wheels on a suitcase. They becase a fashion statement and a sought after item.
1938 INNOVATION BENT PLYWOOD AND ZIPPERED POCKETS Using technology from other industries, Keffler brought a new style and from to the luggage industry.
1970 ICONIC AD
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GORILLA CAMPAIGN Inspired by costomers incredible stories of indestructale luggage a comical advertising campain was created with a man in a gorilla suit trying to destroy American Tourister products.
1994 ACQUIRED BECOMES LOWER END SAMSONITE Hillenbrand Industries was acquired by Astrum International which also owned Samsonite Luggage.
1978 SOLD TO HILLENBRAND INDUSTRIES Following the sale the economic downturn of 1980 hit American Tourister hard. In 1980 sales dropped 60% in one year.
1978 RECORD PROFIT REVENUE OF $83M As the most popular mid-priced luggage line American Tourister growth was strong as the number of leisure travelers grew.
2016 AMERICAN TOURISTER IS REBORN
THE DRAW OF THE UNKNOWN
21 STORY
THE PULL OF THE EXTRAORDINARY
23 STORY
WE WILL TAKE YOU THERE
25 STORY
THE NEW AMERICAN TOURISTER RETURNING TO THE VISION OF OUR FOUNDER AND THE SPIRIT OF AMERICAN TOURISTER
American Tourister is returning to the original mandate of our founder. Opening up the world to people of all social classes by providing the tools and resources to get there safely. Durable products that enable people to take in the sights rather than worry about their possessions and gear. The new generation of American Tourister products and services bring the company back from the last four decades of deviation. Instead of being a second rate version of a larger company we are taking our brand back on coarse and creating a company that we can all be proud of. Our company was once a family, a community and driven by innovation an social equality. Our rich history is what is driving us into a amazing future.
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2
THE BRAND
BRAND MARK TWO COLORS, ONE VISION The American Tourister brand mark has been through many incarnations over the decades. With each re-branding came a vision, direction and meaning. In the case of American Tourister’s rebirth, the mark communicates the spirit of the brand.
SUMMIT The new vision for American Tourister is one that seeks to allow every customer to go where they have always dreamed of. Whether that be a trip to London or to the top of Everest, we want to be there with them as they reach their goals
DIVIDE There are always obstacles in the way of dreams and plans. We want to be a part of the journey and aid our customers in that big jump from dreaming to going. By providing equipment, training, guides and other resources we can give them the tools they need to do more than just dream.
PEAKS Everest, Kilimanjaro, The Andes, The Matterhorn are more than just mountains, they represent so much more. They can be experienced in many ways by different people. Tourists who marvel at the formations will have a totally different experience than those who dare to climb the rock faces. It is our desire to provide equipment and support to the gamut of travelers.
FOUNDATION Our brand has a rich history of innovation, quality and durability. Our products have been known as the bench mark of the industry and we are reestablishing our name as the company who can be relied on. In every climate, travel condition or expedition we are the foundation a traveler can always rely on.
DYNAMIC Carrying on the tradition of innovation at American Tourister, we are always seeking to build better, longer lasting and smarter solutions for our customers.
STEADFAST Instead of using our old friend, the gorrila, we have opted to communicate our message of being a sturdy brand through a typeface that looks as if it has come to stay. The broad base of the curved letters and the rooted leg of the R bring a feeling of stability.
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SUMMIT
DIVIDE
PEAKS
FOUNDATION
DYNAMIC
STEADFAST
MARK VARIATIONS The new American Tourister brand mark has several variations to suit any application. The mark has two text and image layouts and the brand can be used on it’s own. The primary logo should be used as much as possible in an effort to keep the branding and image consistent across all in and out of house communications. The vertical can be used when the layout or product demands a vertical mark. The brand mark as been created to be a stand alone symbol that is easy recognize, clear and easy to reproduce. But the stand alone mark is not suitable for all applications. We want to be sure that the name of the company accompanies the brand mark as much as possible. It can be printed on a full color press, spot color, gray scale and in black and white.
LOGO MARK The logo mark can be used without the supporting text, but only when placed on a product with other markings and branding or with in a publication along side supporting text.
COLOR CAN COMMUNICATE A MOOD, INTENSION, MOVEMENT AND ENERGY.
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PRIMARY HORIZONTAL
This version of the logo is to be used across all advertising, print materials and in house communications. The horizontal format is suitable for most applications.
ALTERNATE VERTICAL
When the horizontal logo mark cannot be used due to layout restrictions or product design specifications a vertical version can be used.
SINGLE COLOR The mark can stand alone as a one color print when needed. This variation is used when there are press color restrictions.
GRAY SCALE Printing on laser, faxing and photocopying are a job for the new logo mark. We have created a version that keeps the color variation intact without having to rely on printers to translate the colors.
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ALTERNATE MARK EVERYTRAIL COLLABORATION
When placing a logo on a promotional piece for the Everytrail collaboration or building within the app or website the alternate mark should be used. It integrates Everytrail brand color and sets apart the brand extension.
TYPOGRAPHY GOTHAM TYPE FAMILY This no-nonsence typface is a mainstay of sinage around the world. It has the rare quality of being fresh and clean while feeling familar and reassuring. This communicate that our brand is the old and familiar brand trusted by their parents and grandparents, and yet is a fresh new vision for the future. The strong, yet dynamic shapes of the typeface are appropriate for display text, body copy, web and print through the full set of weights and characters.
HISTORY Every designer has admired the no-nonsense lettering of the American vernacular, those letters of paint, plaster, neon, glass and steel that figure so prominently in the urban landscape. From these humble beginnings comes Gotham, a hard-working typeface for the ages. Gotham celebrates the attractive and unassuming lettering of the city. Public spaces are teeming with handmade sans serifs that share the same underlying structure, an engineer’s idea of “basic lettering” that transcends both the characteristics of their materials and the mannerisms of their craftsmen. These are the cast bronze numbers outside office buildings that speak with authority, and the engravings on cornerstones whose neutral and equable style defies the passage of time. They’re the matter-of-fact neon signs that announce liquor stores and pharmacies, and the proprietors’ names painted majestically on the sides of trucks. These letters are straightforward and non-negotiable, yet possessed of great personality, and always expertly made. And although
designers have lived with them for half a century, they remarkably went unrevived until 2000, when Hoefler & Co. introduced Gotham. Gotham is that rarest of designs, the new typeface that somehow feels familiar. From the lettering that inspired it, Gotham inherited an honest tone that’s assertive but never imposing, friendly but never folksy, confident but never aloof. The inclusion of so many original ingredients — a lowercase, italics, and a comprehensive range of weights — enhances these forms’ plainspokenness with a welcome sophistication, and brings a broad range of expressive voices to the Gotham family. Type biography sourced from typography.com
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GOTHAM EXTRA BOLD GOTHAM EXTRA BOLD ITALIC
GOTHAM BOLD GOTHAM BOLD ITALIC
GOTHAM MEDIUM GOTHAM MEDIUM ITALIC
GOTHAM BOOK GOTHAM BOOK ITALIC
GOTHAM LIGHT GOTHAM LIGHT ITALIC
AMERICAN TOURISTER We will get you there
AMERICAN TOURISTER We will get you there
AMERICAN TOURISTER We will get you there
AMERICAN TOURISTER We will get you there
AMERICAN TOURISTER We will get you there
TYPE HIERARCHY FONT, SIZE, LEADING AND TRACKING Setting type is a lot like choosing what tone of voice to use. One must look at the context and what is trying to be communicated, then decide what is the best tone to use. There are a lot of rules for typesetting and they should not be ignored. Well set type causes draws in the readers eye and pleasing type causes them to read longer and see more of what you are trying to say. The basic rules for American Tourister type are here, with guidelines for the smallest type, a headline type example as well as display treatments. The body copy for publications is set in Avenir 35 Light rather than Gotham book. When used in body copy,
BODY COPY Avenir 35 Light Point size: 7pt Leading: 9.5 pt Tracking 5 pt Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum
Gotham body copy causes problems with justification, hyphenation and restricts the line length one can use while setting body copy. Gotham’s letter forms are wider than Avenir, therefor causes problems with spacing in a line length. Avenir flows body copy beautifully, justifies well and is pleasing to read. It maintains the geometric qualities of Gotham therefor is well suited to appear along side. It has a full set of glyphs, characters and ligatures. Gotham is used across all of the publications, including small and footnote text, except body copy.
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HEADLINE COPY Gotham Medium, Gotham Book Italic Point size: 21 pt, 14 pt Leading: 24 pt, 19 pt Tracking 20 pt
AMERICAN TOURISTER WE WILL TAKE YOU THERE
DISPLAY COPY Gotham Bold Point size: 30pt Leading: 35 pt Tracking 50 pt
AMERICAN TOURISTER
COLOR PALETTE BRAND AND MARK COLORS Our colors do more than give life to the brand, publications and products, they communicate the heart of the company. When the average mark is given no more than 3 seconds glance, color is a great tool to keep the eye on the product or publication while saying something to the audience. It is an important tool and must be used consistency across the publications.
CMYK
Color standards are kept by using color codes. There are different ways to produce color for the screen and print, as such different color languages are used.
COLOR CAN COMMUNICATE A
PANTONE Pantone is the international regulatory company that has set the standard for color matching. If you have a Pantone fan deck of swatches you can be assured that the printer on the other end of the phone has that same swatch and is looking at the same color. This allows clear communication with printers and vendors as well as ensuring that color is consistent throughout the entire company.
RGB This color coding is used for screens. This includes television, web sites, smart phones, ipads, projector screens and computer screens. Red, Green and Blue light is used mix the gamut of colors seen on screens. The numbers are the percentage of each light needed to create the desired color.
This color coding is used on four color presses, laser printers and most inkjet printers. In these devices four colors or ink are mixed to create the desired color: Cyan, Magenta, Yellow and Black (K). The number is the percentage of ink or toner used to print the color.
MOOD, INTENSION, MOVEMENT AND ENERGY.
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OPEN OCEAN BLUE PANTONE 88-1-3 C C81 M11 Y0 K0 R0 G166 B223 HTML 00A6DF
EVEREST GREY PANTONE 162-1-4 C C77 M71 Y62 K36 R74 G70 B73 HTML 4A4649
ALWAYS GREEN PANTONE 118-4-1 C C89 M0 Y99 K8 R0 G133 B44 HTML 00852C
FIRST LIGHT PANTONE 1-1-7 C C0 M4 Y100 K0 R251 G216 B0 HTML FBD8000
INCORRECT USAGE APPLICATION GUIDELINES STAGGER THE TEXT Do not manipulate, move or scale the logo mark type setting. It must stay in proper alignment, proportion and placement in relation to the logo mark.
OUTLINE The shapes of the logo mark must always be solid color blocks. The logo can be in full color, grey scale and black and white.
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MOVE ELEMENTS The shapes of the logo mark must always stay in proportion to each other and cannot be moved out of alignment.
REVERSE Do not flip or reverse the logo mark.
USE AS GRAPHIC Elements of the log mark cannot be appropriated as graphic elements.
SCALE AND CROP The logo mark must be show in it’s entirety at all times. Do not crop the logo or increase the size so that it bleeds off the page.
USE AS A PATTERN Do not use the logo mark or text to create a background, pattern or watermark.
SCALE AND CROP
STRETCH Do not make the logo wider or taller. Always scale the mark and text proportionally without changing the shape.
SKEW Do not change the dimensions of the logo or manipulate the proportions.
USE GRADIENTS A gradient should never be used to distort the shape of the logo mark. Gradients should not be applied to manipulate the colors.
BLUR The edges of the logo mark should remain sharp. Do not manipulate the shape by blurring the form.
CHANGE COLORS When using the brand mark always be sure to check the color codes found on page 43 of this brand guideline book. Do not deviate from the official colors in any way.
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3-D Filters and effects that add shape and dimension to the logo mark should never be applied.
REVERSE COLORS Do not deviate from the offical color ude guidelines found in this book.
KNOCK OUT PHOTO The brand mark should not be used as a graphic or to manipulate images.
BEVEL OR EMBOSS The mark was created to be a strong, sharp image. Do not decrease the effect by applying a bevel to the mark or by embossing the edges.
USE DROP SHADOW There is no application that would be appropriate for a drop shadow to be applied to the mark. Do not lessen the strength of the mark this way.
MARK ANATOMY HOW TO PUT IT ALL TOGETHER
150째
60째
60째
120째
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25 X
X
23X
5X
XX 13.5X
5X
LAYOUT PLACEMENT PRINTED MATERIALS AND WEB The American Tourister logo mark requires an area of non-interference around it on all sides at all times. Type, images, patterns and margins cannot cross over into this zone. The image and text need room to ensure they are able to communicate and to give the logo mark prominence. The non-interferance blocking is a minimum requirement. If at all possible give the logo more clear space on all sides.
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BRAND STRATEGY POSITIONING AND AUDIENCE The soul of our brand is to take our customers where they want to go. Whether it is to the office in the morning or to the summit of Everest, we want to go there with them. Our company started with this goal in mind. Sol Keffler created a company in the Great Depression with the idea that everyone should have reliable luggage at an affordable price. His work in pioneering luggage technology opened up the world to generations of travelers. And we will do it for generations to come.
ASPIRATION All of our products are birthed out of a desire to prepare our customers for travel and adventure. Equipment they can count on, clothing to protect them and reliable luggage are only the beginning of the services we can provide for our customers. We are building a community for our customers where they can find travel information, be trained for emergency and survival situations and form relationships with other travelers. Through this community we also will offer travel booking and adventure excursions.
INSPIRATION We aim to inspire our customers to take trips they had never dreamed. Building a community and resources for our customers will give them a chance to hear from athletes and full time travelers as well as people in their own city and state. They will be exposed to trips and travel destinations both exotic and local, inspiring them to strike out on their own.
MOTIVATION We know that getting out of one’s comfort zone is sometimes a difficult task. It is often best accomplished when one feels prepared and capable of taking that first step on an adventure. We are creating a resource center that will prepare our customers for the challenges of travel and excursions. Having a dream is a great start, but we want to motivate them to follow through with their plans. The following pages give a visual representation of how we will accomplish those goals and the places we intend to accompany our customers to.
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EVERYTRAIL PARTNERSHIP Part of the new American Tourister is a digital tool allowing us to really go along on trips. Everytrail has established it’s self as a dynamic and growing community of users who record their trips and trails for other users to access. In partnership with American Tourister this will grow to include travel resources, packing lists, adventure photo galleries, travel stories and other resources. Available on mobile devices as well as at wewilltakeyouthere.us this community and resource center will give American Tourister an edge over other outfitting, travel and luggage companies by going above and beyond expectations. On this platform we will also introduce American Tourister Athletes who will be contributors to the site, provide resources, but most importantly will serve to inspire out customers to take the trips they have always dreamed of.
INSPIRATION Travel Stories Adventure Training Route Sharing Adventure Photo Galleries
THE GOALS OF AMERICAN TOURISTER ARE EXPRESSED THROUGH THREE AREAS WE WISH TO MEET THE NEEDS OF OUR CLIENTS.
Community/Blog Meal Plans
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ASPIRATION Community Travel Info and Resources Equipment Clothing Emergency Resources and Training
AMERICAN TOURISTER LIFE
MOTIVATION Travel Resources Guide Services Emergency and First-aid Training Survival Camps Community/Blog Meal Plans
WE GO WITH OUR CUSTOMERS TO THEIR ANYWHERE FROM THEIR NEIGHBORHOODS
COMFORT ZONE
TO THE OTHER SIDE OF THE PLANET
Sunny Day at the Park
Commute to Work
Business Trip
Cutting the Lawn
Block Party
Bird Watching
Neighbors BBQ
Office Party
Afternoon Hike
Gym
Protest
Weekend at the Cabin
Shoveling the Sidewalk
Fishing
Car Camping
CrossFit
Canoeing
Day Hike
Trail Run
Snow Shoeing
Fishing Trip
Rain Storm
Back Country Trip
Backcountry Pack In
Marathon
Kayak Trip
Backcountry Snowmobile Trip
Blizzard
Winter Camping
White Water Rafting
Iron Man
Cliff Diving
Base Jumping
Hurricane
Sky Diving
Tree Planting
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DISTANCE FROM HOME New York Trip
5 Star Resort
Cruise
Whale Watching
Hawaiian Vacation
Swimming with Dolphins
American Road trip
3 hour tour
Bali Vacation
Rock Climbing
Sailing Trip
Touring Europe
Moto Cross
Scuba Diving
Backpacking Europe
Deep Sea Fishing
Spelunking
Dive the Great Berrier Reef
Cave Exploring
Glacier Climbing
Atlas Mountain Trek
Hunting Trip
Paragliding
Safari
Voyageur Trip
Mountain Top
Kilimanjaro
Underground River Exploring
Cross the Saharah
Search for the Endengered Species
Cross Country Cycling Trip
Blizzard on Mountain Top
K2
Capsized on the Ocean
North West Passage
Summit Everest
PRESENT IMAGE PROJECTED BRAND PERCEPTION A brand grid is a way to look at the image and mood that a brand is conveying to the public. It takes the temperature of public perception and communicates through a visual map. American Tourister today has lost it’s excitement and vitality. It has not been an innovator in the industry for decades and appeals to bargain hunters who simply want a product that will do fine. The images on the opposite page were chosen to represent the band through images.
PERSON
TEXTURE
ANIMAL
CHAIR
ACTIVITY
HOME
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FUTURE IMAGE PROJECTED BRAND PERCEPTION American Tourister is changing from a brand that was comfortable and expected, stale and outdated. We are shifting towards a brand that people will want to have along with them for the ride. A brand that will take you to places you have never imagined and help you get there. The images on the opposite page were chosen to represent the band through images.
PERSON
TEXTURE
ANIMAL
CHAIR
ACTIVITY
HOME
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OUR AUDIENCE ARCHETYPES OF OUR CUSTOMERS
SUBURBAN DWELLER JUDY: 53 RETIRED A city dweller at heart Judy enjoys her home and community. She knows her regular routes but also enjoys detours to. Parks, libraries, festivals and new restaurants are her favorite destinations.
URBAN EXPLORER PAUL: 32 BARISTA Concrete, metal and bricks are things of beauty to Paul. He loves to explore his own city and travel to other cities all over the world. Weekends are spent finding new alley ways and new views of amazing architecture in his city and beyond.
TRAVELER CARLY: 21 NANNY If she does not leave her city on a regular basis Carly gets really restless. A lover of the oadventure she explores her city and takes weekend trips when ever possible. She travels outside the country as much as she can afford.
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CAMPER ASHLEY: 34 FINANCIAL ANALYST Carly enjoys weekend trips to the woods, spending the majority of her vacation time traveling to national parks and regional hidden secrets. She works in a city and finds solice in her time in the woods, it serves to recharge her energy.
WEEKEND CLIMBER SHEENA: 18 STUDENT The freedom of scaling a rock face is what drew Sheena to the sport. Being able to reach heights that most people would never even attempt is the rush she gets from summiting a tough route.
BACKWOODS EXPLORER SCOTT: 28 PHOTOGRAPHER Part time worker, full time adventurer, Scott is either in the woods or dreaming of his next pack in trip. If he could have his way he would live in the back woods off the grid and only surface when in dire need of supplies.
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3
THE FUTURE
THE DRAW OF THE UNKOWN WE WILL TAKE YOU THERE 1. EQUIPMENT home field mountain
2. TRAINING travel
emergency survival
3. RESOURCES stories Routes preparation
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BRAND EXTENSION THE FUTURE OF AMERICAN TOURISTER When Sol Keffler sold American Tourister in the 1980’s the company ceased growth and retreated into what it had always done. With this rebirth the potential of our company will pursued through strategic growth and expansion in keeping with our brand’s strengths and the needs of our customers. We will focus on our strengths of luggage and equipment and take that further to provide our customer with the essentials for local, national and international travel.
EQUIPMENT LUGGAGE
SUITCASES
DUFFELS
DAY PACKS
TECHNICAL PACKS
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CAMPING EQUIPMENT TENTS
SLEEPING GEAR
FOOD PREPARATION
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ACCESSORIES
HYDRATION SYSTEMS
CLOTHING MENS WOMENS CHILDREN
EXTREME WEATHER GEAR
SHOES
72
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TRAINING AND RESOURCES
COMMUNITY
GUIDED EXPEDITIONS
STORIES
LOCAL
ATHLETE BLOG
INSPIRATIONAL STORIES
EXTREME
ADVENTURE TRAVEL BLOG
TRAINING
DREAM TRIPS
INTERNATIONAL
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EVERYTRAIL APP
88
ROUTE SHARING
SURVIVAL CAMPS
FIRST AID COURSES
USER GENERATED
TECHNICAL SPORT
ATHLETE GENERATED
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82
TRAVEL BOOKING
RESOURCES
PREPARATION
ATHLETE RECOMMENDATIONS
TRAVEL GUIDES
PACKING GUIDES
79
MEAL PLANNING
ENDURANCE TRAINING
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EQUIPMENT American Tourister provided the tools for generations to travel the world. With our rebirth we are not only rebuilding our lines of luggage, but expanding to serve a wider base. Our experience and innovation are precisely suited to expand into outdoor adventure equipment and technical sport gear.
We are launching a full line of camping gear including tents, sleeping gear, food preparation equipment, hydration systems and accessories. It is the aim to grow our product lines in the coming years to be a one stop shop for those traveling locally or abroad.
LUGGAGE
The further expansion of the American Tourister brand will be to supply technical clothing to our customers. Our innovative fabrics, quality fabrication and long lasting products make a foray into clothing a obvious choice. We want to be sure that in all ways our customers are prepared and covered by our products.
Our lines of luggage and daypacks will be brought back to the standard that our founder built. No longer a lower end product of Samsonite, our products will be at the top of their field once again. With a focus on reliable and long lasting equipment we will also focus on our roots as an innovator and strive to re-imagine the way we travel with luggage once again.
CAMPING EQUIPMENT It is only natural that we take our expertise and apply it to the needs of our customers when they go off the beaten path. If it’s a day trip, car camping or backwoods exploring we want to go with our customers.
DECADES OF EXPERIENCE APPLIED TO EVERYTHING ONE NEEDS ON AN ADVENTURE
CLOTHING
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TECHNICAL PACKS DAY PACKS TO 120L BAGS Our experience with luggage has positioned our company perfectly to expand into the technical luggage field. Out fabrics and construction have been at the for front of the industry and we have a log history of transforming our industry. Working with Athletes, users and enthusiasts we are creating lines of equipment that will exceed expectations. It is also out priority to build equipment that will last and will be a companion to our customers for decades. Buying an American Tourister bag is finding a traveling companion.
WORKING WITH ATHLETES, USERS AND ENTHUSIASTS WE ARE CREATING LINES OF EQUIPMENT THAT WILL EXCEED EXPECTATIONS.
TENTS TRAIL TO MOUNTAIN TOP A good tent is a home. It is something that needs to be trustworthy, durable and comfortable. That is our goal at American Tourister. From hot nights to blizzards, our tent lines will have options to keep our customers safe, dry and well rested, regardless of the climate they are venturing into.
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CLOTHING FOR EVERY ADVENTURE MENS AND WOMENS
SHOES
No matter where you find yourself, good clothing can make all the difference. Our lines of clothing will serve the needs of those on local trips, at the park or the beach, to those who are taking on mountains and harsh environments.
A good pair of shoes is like a good friend, once you find them you never want to let them go. Good shoes will help you cover more ground than you thought possible. They will keep you safe, warm and dry. Great shoes can save your life. We have worked with customers and athletes to create dream shoes that will take you anywhere you want to go.
CHILDREN Anyone who has children knows that durable clothing is worth it’s weight in gold. Not just camping or on the trail, but in everyday life. We are using our technology and durable construction to give parents great options to keep their kids warm and dry.
EXTREME WEATHER GEAR A mountain top can be a hospitable place, only if you have the right equipment. It can be a life and death situation if something fails or if the wrong clothing wa warn. We know what is needed in those situations ande we have worked with our atheltes to create a comprehensive line of products to ensure our customers can reach their full potiental and reach their dreams.
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TRAINING AND RESOURCES We want to get you where you have been dreaming of going. A day hike to a local look out or to the top of K2, American Tourister has the training, routes and equipment to take that dream trip and make it an amazing experience.
TRAVEL BOOKING
GUIDED EXPEDITIONS
PREPARATION
Guided expeditions let you travel with experienced guides and outfitters as well as meet other travelers. We offer local and international trips as well as expeditions to some of the most difficult and remote terrain in the world.
TRAINING Training camps prepare you for what you will face on the journey. First aid training for home and abroad. Survival training which will keep you on your toes and could possibly save your life. Technical camps for the more difficult trips such as climbing, river rafting and winter camping.
GREAT EQUIPMENT IS NOT THE ONLY THING YOU NEED TO MAKE YOUR DREAM TRIPS A REALITY.
There is no substitute for an experienced traveler giving you the best advice for your travels. Our staff have taken the trips they recommend and are able to book everything from local trips to dream excursions.
Some things can only be learned by years of trial and error. Our staff and athletes have put in the time and miles and want to pass on their tips and tricks. From what to pack and eat to how to train, we want you to be as prepared as possible.
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GUIDED EXPEDITIONS INTERNATIONAL American Tourister is becoming so much more than a company that will give you the tools to travel the globe. We are building services that will go with our customers and ensure that they are able to make their wildest traveling dreams come true. Traveling abroad can be very daunting and we heard our customers say that they do not know where to start when planning their trips. For some, a trip is something that they want to create from scratch and build on their own. But for others, they prefer to travel with experienced people who they can rely on to keep them going, safe and on the right path. That is where American Tourister Travel comes in. With trips ranging from a few days to a few months our customers have a lot of options when they want to have an adventure. Working with our athletes and travelers we have planned out routes to see the great wonders, climb mountains around the world and to experience local sights. Participants have the option to have an all inclusive trip with a guide that travels with the groups, ensuring that every experience is had to the full potential. They can also opt to travel on their own and meet guides and athletes on location to be lead on excursions.
INTRODUCTORY TRIPS Customers will have a chance to travel with American Tourister starting in 2016. We will be offering many excursions including climbing Kilimanjaro with a group of 20 travelers, train trips across India, backwoods trip in the wilderness of British Columbia and a safari in Kenya.
TRIPS AROUND THE GLOBE THAT WILL ALLOW OUR CUSTOMERS TO LIVE OUT THEIR TRAVELING DREAMS
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SURVIVAL CAMPS LOCAL AND ONSITE It takes more than good equipment to stay alive when things go wrong. Going with our customers on their adventures means more than just ensuring they have the tools, we want to train them to know how to use the tools when needed. Offered as an intensive, week long training course the survival camp will ensure that all parties are ready for the unknown.
FIRST AID TRAINING Equally important is knowing how to save some one else’s life if the worst happens. American Tourister coordinated first aid training with local organizations to be sure that everyone has access to the training they need before heading out into the wilderness.
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PACKING GUIDES WISDOM FROM THE PROS Packing for a trip is difficult if it is the first one you have taken. Knowing what you will need for two weeks of backpacking in Thailand is totally different than what you will need to pack for a week in the backwoods of Alberta. WE have brought together our knowledge and the wisdom of our pros to suggest packing lists for all kinds of excursions. This also serves as a way to introduce our products to the customer and recommend equipment they may not have otherwise tried.
COMMUNITY Traveling is so much more than having good, reliable equipment and a well laid out plan. It is some thing that we dream about and makes the soul come alive. The essence of travel and adventure is what has driven us to create a community for our customers. WE have created a place where they can become inspired, draw from other travelers wisdom and meet other American Touristers.
EVERYTRAIL APP Part of the new American Tourister is a digital tool allowing us to really go along on trips. Everytrail has established it’s self as a dynamic and growing community of users who record their trips and trails for other users to access. In partnership with American Tourister this will grow to include travel resources, packing lists, adventure photo galleries, travel stories and other resources.
STORIES Sharing experiences can inspire and prepare. Our athletes love to relate their experiences to those who hope to follow in their footsteps. Beyond that out customers also have had many adventures and we want to give them a platform to share their travels and wisdom with a broader audience. Through their profile and a travel blog, users can share what they have learned, where to go and how to get there.
ROUTE SHARING Through the Everytrail app collaboration our users can track their routes in real time, curate the trip, add photos and land marks and upload the whole thing to our data bases. Their kind of trip sharing will open up many more trails and unknown routes to the public and let more people find amazing adventures. We are not only excited about expedition route tracking, but also the routes that people may not have known were in their back yard all along.
RESOURCES Content generated by American Tourister, our athletes and users will be a continually growing body of resources for our users. This includes travel guides, recommendations, must sees and hard learned lessons. Who better to learn from than those who have traveled the same road before you?
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TRAVEL COMPANION JOINT VENTURE WITH EVERYTRAIL American Tourister is very excited to partner with a company that shares a vision for travel and the goal of giving people the tools to get out and travel. With a user interface that allows customers to access trails, photos and trip information they have become an incredible resource for hikers and travelers. A travel companion, Everytrail is a resource that goes with the traveler. Maps and information can be downloaded to a mobile device so that all of the route and location information can be accessed even when away from cell service. Users can also record their own maps and routes to share with the community. Photos, land marks and vistas can be tagged and images are shared with everyone. A centralised database of hiking maps and travel routes takes a lot of the hassle out of planning a trip. Instead of accessing maps on individual sites, trying to download or print them and transfer to a mobile device is no longer necessary. American Tourister is working with Everytrail to expand the reach of the app to international travel, urban trip and extended routes. Also included in the app will be a community for users to interact with each other, resources and equipment guides and training. American Tourister will also have specialized users contributing content and inspiring traveler. These American Tourister Athletes will be professional athletes, climbers and travelers that put our equipment and resources to the test around the world.
AMERICAN YOURISTER AND EVERYTRAIL HAVE JOINED FORCES TO TAKE YOU AROUND THE WORLD
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RO
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URBAN TRAVEL Everytrail and American Tourister will be expanding the App to include urban travel. This will be a great resource to those traveling to foriegn countries and also those who want to find adventure in their own back yard. Users can upload theri favorite part of cities, post photos or must-sees and share tips for travel in the area.
ROUTE RECORD
FROM SAN FRANCISCO TO SHANGHAI AND EVERYWHERE IN BETWEEN ARE COVERED BY STAFF AND USER CONTENT
Add Route Pause recording Begin recording Finish recording Upload Route to AT
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AMSTERDAM
AMSTERDAM NEAR BY
Oude Kerk
Dam square
Gothic-Renaissance Church The Heart of Amsterdam
Begijnhof
Narrow Passageways to a Garden
Magere Brug
Gothic-Renaissance Church
Rembrandtplein
Market and nightlife at the city center
ROUTES Dam square Canals Red Light District Downtown Loop River Bank Canals by Bike
Find other AT Travelers Points of interest or land marks Photo and videos
Emergency Services Nearest AT Store Other AT Travelers
AT ATHLETES We all need people to look up to, to inspire us and to live vicariously through. American Tourister has found people who’s spirit of adventure and endurance have inspired us to create and innovate solutions to help them reach their dreams. These amazing people share their stories, experience and wisdom with our customers through the American Tourister app and our online community. Their photos inspire, their stories inform and their equipment recommendations help to prepare our audience to strike out on their own adventures. We also have the honor of sponsoring these amazing individuals so that they can continue to do what they love and blaze new trails so that others can follow in their footsteps.
RENOWNED ATHLETES AND ADVENTURERS JOINING FORCES WITH AMERICAN TOURISTER TO INFORM AND INSPIRE CUSTOMERS
AT ATHLETES SAMUEL ELIAS Climber, Route Builder Favorite Trip
HALF DOME
Indipensible Equipment
ICE PICKS
Sam Elias is a professional climber for The North Face. He has traveled all over the world for climbing. He recently returned from living in Morocco in a remote mountain village, developing new climbing and working with a humanitarian aid organization called the Atlas Cultural Foundation.
ROUTES
TRAVEL WISH LIST
GEAR
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BOU IGUENOUANE
SAMUEL ELIAS ATLAS MOUNTAINS Morroco
The Atlas Mountains are a series of mountain ranges that stretch across northwestern Africa. These ranges separate the Mediterranean and Atlantic coastlines from the Sahara Desert.
ELIAS’ ROUTES Adrar-n-Oukaimeden
Two Days: 3273 m Akioud
Three Days: 4030m Bou Iguenouane
SAMUEL ELIAS
SAMUEL ELIAS
ICE CLIMB IN NEPAL
NEW ROUTE IN MOROCCO
AMERICAN TOURISTER ONLINE COMMUNITY In addition to the main point of sale website, American Tourister will have a community site where customers primary goal is to be inspired, to find fellow travelers and to learn about their chosen sport. It will serve as a mirror of the collaboration app between Everytrail and American Tourister. All of the features of the app will be accessible, as well as the ability to send lists, maps and articles to the users smart phone for use on the go.
FEATURED ATHLETES The web site will have an athlete featured on the main page which will lead to their profile. Here users will find their blog, dream trips, recommendations and packing lists.
FEATURED ARTICLES Content on the site will be generated by staff writers as well as by athletes. Personal blogs and diary of users can be accessed by navigating to the community page and search for trips or key words.
RESOURCES Travel guides, recommendations, must sees and hard learned lessons are just a few of the featured topics in the resources section. There are also links to American Tourister training camps, First Aid training, cross training and fitness plans.
ROUTES AND TRIPS In full integration with the app users can curate their trip as well as find new maps. There is a wish list feature which allows them to keep a list of the trip they wish to do.
CUSTOMER DATA This communication with our customers allows us to know them better. Which pack lists they choose, the trip the favorite and even their blog posts give us insight into what they want to accomplish and how we can help make their dreams come true. There will be minimal advertising on the site, but we will recommend products and training courses based on activity. All of the recommendations take them out of site to our main web site for point of sale.
RESOURCES COMMUNITY AT ATHLETES ROUTES AND TRIPS LOG IN
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RESOURCES COMMUNITY AT ATHLETES ROUTES AND TRIPS LOG IN
FEATURED ATHLETE
SAMUEL ELLIAS
STAFF BLOGGER
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