Thread by @Adweek

🧳 @Away's Laura Willensky talks with Adweek's @LisaLacy to learn how the brand has sustained excitement for travel during the pandemic, adapted their customer engagement and product development strategy, and kept a pulse on what's next. #Brandweek 🏝 adweek.it/Brandweek22

We like to think of ourselves as a travel brand, not a luggage brand.

@Away #Brandweek 🏝

As the brand matures, fun creative continued the relevancy of the conversation.
For example, this campaign that evoked Skymall catalogs of yore showing ways to use Away products at home. adweek.it/3dgXUvl

@Away #Brandweek 🏝

We’ve seen big swings in our business in terms of macro trends: Last year people were traveling further for longer stays, so our business shifted into checked luggage. Now it’s going the other way and it’s all about carryons and personal items.

@Away #Brandweek 🏝

Lead with joy and authenticity. You’ll energize those around you to deliver inspired and impactful work.​

Focus on community. Anticipate your customer’s needs, prioritize their experiences with your brand and always value their feedback.​

@Away #Brandweek 🏝

Be flexible and agile, especially in times of uncertainty. Set strategy and iterate as unforeseen challenges or opportunities arise.​

@Away #Brandweek 🏝

Re: Away copycats:
A recognizable brand will always have copycats. You’re aware of them, but you move on, stay close to your customer, try not to be distracted by the noise and focus on what we do best.

@Away #Brandweek 🏝