Campaign SpotlightPress Release

Tumi launches first 3D Out-of-Home ad to highlight Tegra-Lite hardside luggage

KUALA LUMPUR, MALAYSIA — International travel and lifestyle brand TUMI has launched its first 3D
Out-of-Home (OOH) advertisement to showcase the exceptionally durable yet lightweight TEGRA-LITE collection of hardside luggage.

This innovative advertisement leverages the 3D anamorphic billboard technique, which involves manipulating the perspective to create the illusion of a three-dimensional image on a two-dimensional surface. It runs from October 2023 to January 2024 in seven prime locations in Asia Pacific and the Middle East in the latest example of the brand’s creativity in engaging with customers.

The 30-second advertisement features various components of a TEGRA-LITE International Expandable Carry-On coming together in mid-air before the product collides with the surrounding walls, leaving a path of destruction. The striking display of strength and impact performance illustrates the revolutionary Tegris material that gives the collection its durability and toughness. Created for use in lifesaving armor, protective sports gear, and professional racecars, it is consistent with TUMI’s high standards of design excellence and is globally exclusive to the brand for use in travel and accessory products.


The woven Tegris used in the construction of the TEGRA-LITE collection, which is also highlighted in the advertisement, further adds to its world-class toughness. The long-lasting build and integration of recycled materials also make TEGRA-LITE a more responsible choice for travel.

TEGRA-LITE® 3D Advertisement at Mandarin Oriental, Jakarta in Indonesia

“At TUMI, we are always looking to innovate and disrupt in how we reach consumers. We’re thrilled
to bring our much-loved TEGRA-LITE luggage to our first 3D Out-of-Home ad, which demonstrates
the strength and resilience of this high-performance collection featuring the groundbreaking Tegris
technology,” said Jill Krizelman, SVP of Global Marketing and E-Commerce at TUMI.

The 3D advertisement aims to ignite the TUMI brand in the region while reinforcing its performance
luxury roots. It launched in Malaysia on October 01, with Indonesia, the Philippines, Korea, Japan, and
Dubai to follow. Each urban location was chosen because it is a top travel destination and among the
fastest-rebounding countries for inbound travelers.

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