Most people don't know we make bags. We had to tell them in the most YETI way possible.
It's the most common phrase I hear at airports when I travel, looking like a billboard for the company I work for. We do make bags, but that's only a part of the story. YETI makes bags for all types of travel: waterproof bags for white water guides, durable backpacks for people who want stuff them in 4x4s for the weekend. Totes that you can haul crazy amount of gear in.
On a brand level, that question always killed us because we sell lots of bags. People just don't know about them. So we created an OOO and print campaign across airports to answer the question before they even ask. Yes, yes we do.
Losing your bags might be the worst part of traveling. But actually getting lost – finding yourself in an unfamiliar place where you're constantly outside of your comfort zone – is the best part of travel. We decided to flip the term on its head.
We launched the campaign at the peak of travel season in several different airports in targeted markets. Then we established an email nurture series that took customers on a product journey and positioned different bag lines for different types of travel.
Paid, social, and web filled in the rest of the gaps. Made to get lost increased our brand perception in the travel category and gave our bags the shopping boost they needed.
