• by Sarah Mahoney  @mahoney_sarah, May 10, 2011

Europeans may love their lightweight luggage, but the category is still somewhat unknown in the U.S. So Delsey Luggage is breaking its first new ads in three years, with a whimsical campaign for luxury shoppers themed "Travel Light."

The idea is to introduce Delsey as both lightweight and durable, unlike its competitors, which sacrifice one or the other, Bill Harper, creative director at MossWarner, the San Juan Capistrano, Calif.-based agency that created the campaign, tells Marketing Daily.

"This is a company with a visibility problem, not a product problem," he says. "Although it's widely known in Europe, it's not here, and the whole shift to lightweight luggage--which started about five or six years ago in Europe--is late to come here. And while other companies make light bags, too, they do it by stripping down the luggage. There's a real quality difference."