Away, the trendy luggage company, knows that travel is out of reach for many young people. A new campaign, launched on Giving Tuesday, focuses on its partnership with Global Glimpse, a nonprofit that helps high school students from diverse backgrounds take their first international trip.
The new campaign, photographed by Martin Schoeller, uses passport-style photography and short films to highlight the way a trip outside the U.S. opens teens up to new worlds and possibilities.
"We wanted to focus on the students -- their voices and their stories," says Kelsey Todd, head of social impact for Away. "They weren't given a script or any talking points. They just came in for a one-day shoot to share their insights, experiences and feelings about travel. And they talked about bringing the lessons back to where they live now."
Besides its dedicated website, the campaign is also running in all 13 of the D2C brand's physical stores, an email push for Giving Tuesday, ongoing web, organic social media, including Instagram, TikTok, LinkedIn and Facebook, and paid ad spend.
And it included a takeover of the Nasdaq Tower in New York’s Times Square, which was shown to students in a surprise reveal.
"We got a lot of support from marketing, including a radio ad," Todd tells Marketing Daily.
Away works with about 100 nonprofits annually, but she says the Global Glimpse partnership is a dream match.
"Our social impact mission is to create equitable access to the transformative benefits of travel," she says. "Global Glimpse's mission is to create access to travel and leadership experiences. So there's just total mission alignment here. And we share the same values."
Away has been working with the nonprofit since 2020, including the Passport Scholarship Fund, which walks Global Glimpse students through the process of getting their first passport. "We started when we realized many kids didn't even apply for the program because the $165 passport fee was out of reach."
Todd says that work will intensify in the year ahead. "Last year, we distributed more than 100 passports. And we're extending the program into 2024."