Nascent Chinese luggage maker Lanzzo has secured a partnership with the Singapore-based global integrated communications consultancy IDEA Communication, who will spearhead Lanzzo’s push for more effective communications, branding, and lead generation. IDEA has proven its mettle working with consumer brands, having previously partnered with brands such as Sweden’s Volvo Cars and Kronaby, among others.

Photo credit: www.lanzzo.com

Lanzzo is an Italy-registered, Shanghai-based luggage manufacturer seeking to compete against the likes of Globe-Trotter, Tumi, Rimowa, and others. Through the use of high-quality, durable materials such as aluminium and steel combined with contemporary and stylish design, Lanzzo sets itself apart from rival brands that make heavy use of plastics in the construction of competing products. Cognizant of the need to package these selling points into a singular, coherent and compelling brand story, Lanzzo aims to tap on IDEA’s broad industry experience and knowledge of the consumer market, having previously worked with major consumer brands.

IDEA will be responsible for providing vital communications support to Lanzzo, encompassing public relations, brand communication, marketing, and more. To this end, IDEA will implement a four-pronged, multi-faceted communications campaign encompassing marketing, web development, public relations, and community engagement. IDEA’s work for Lanzzo will include market development strategy, retail strategy, and branding; developing a corporate website with arresting visuals and a minimalist, easy-to-navigate layout for retail customers; a public relations campaign targeted at building rapport with Tier 1 media titles such as Vogue China and Bazaar China in order to build brand credibility and customer confidence; and finally, community engagement through social media channels such as Wechat and Weibo, converting followers into customers and providing lead generation.

IDEA’s work for Lanzzo will also include careful crafting of press releases and proactive pitching of stories and brand messages to relevant media. Through these efforts, it is envisaged that IDEA’s support will provide a significant boost in the development and growth of Lanzzo’s customer base, distribution network, and retail footprint in both local and global markets.

“As a young brand, we are intimately aware of the challenges and obstacles we face in the unforgiving consumer goods sector,” said Mr Xu Zhonglang, founder and president of Lanzzo. “By partnering with IDEA Communication, I believe we are in good hands, and we’ll let the numbers do the talking. Effective communication can often have a tangible impact on sales generation and value creation, and we’re grateful for IDEA’s unwavering support in helping us achieve this.”