#TBT Email: Tumi & the London Olympics
Every two years, marketers of all kinds look to capitalize on the hype around the Olympic Games, as this vintage email shows.
Mailer Name: Tumi
Date Emailed: July 26, 2012
The 2012 Summer Olympic Games were held in London, United Kingdom. Lots of companies, as always, signed on as official worldwide and national team sponsors. So, Tumi, a manufacturer of luggage and backpacks, focused on the destination.
This email is one of an occasional series of “Triponometry” efforts. The point of each on is to highlight how individual items fit a specific theme. For example, travelers on the go for business or a weekend trip are shown bags and accessories that “make everything count.”
The image at top puts a spin on the Olympic logo by using it on a special luggage tag. The colors of the rigs are the same, set against a background of London landmarks, to “show your team spirit.”
Additional blocks below show other travel accessories that can help the traveler feel more British. An umbrella and sunglasses prepare them for the fickle London weather. And, an extra wide wallet is “pound perfect.”
Long events like the Olympics provide many opportunities for brands to engage with consumers.