Journey Model Away Names New CMO, Plans to Increase Its Advertising Price range

Journey Model Away Names New CMO, Plans to Increase Its Advertising Price range

Journey Model Away Names New CMO, Plans to Increase Its Advertising Price range

Promoting for baggage and journey equipment firm Away in New York’s Instances Sq. in 2018. The startup secured $100 million in funding in 2019 at a $1.4 billion valuation.



Picture:

Richard B. Levine/Zuma Press

Away employed Carla Dunham as chief advertising officer as the bags and journey equipment firm tries to take advantage of the trade’s pandemic restoration.

Ms. Dunham had most just lately been chief advertising and merchandising officer at e-commerce supply startup Foxtrot and beforehand held high-level advertising roles at retail and trend companies together with Kate Spade and Amazon Vogue. 

She succeeds Melissa Weiss, who joined Away in late 2021 and left final summer season, the corporate mentioned.

Away beforehand mentioned its gross sales totaled $150 million in 2018, and the startup secured $100 million in funding in 2019 at a $1.4 billion valuation.   

However the pandemic severely harm enterprise for Away and different journey manufacturers. The New York-based firm, formally known as JRSK Inc., both furloughed or laid off a majority of its workers in early 2020 after gross sales dropped by greater than 90%, in line with an organization publish on Medium on the time.

Carla Dunham, chief advertising officer for Away.



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Away

Enterprise has picked up once more as vacationers all over the world return to prepandemic actions, in line with Ms. Dunham. 

Away’s gross sales through the interval from Thanksgiving to Cyber Monday final yr almost doubled the entire throughout the identical interval in 2021 and had been 60% increased than in the identical interval in 2019, Ms. Dunham mentioned. She declined to reveal whole gross sales for 2022.

Away tried to capitalize on the trade’s restoration within the final half of 2022 by releasing a brand new line of outdoor-focused journey equipment and a brand new broadcast advert marketing campaign with the tagline “Let Journey Occur.”

Away this yr will proceed to lean closely on influencers and self-produced content material whereas rising its funding in extremely focused or performance-based advertising that may be extra instantly tied to gross sales, in line with Ms. Dunham. The corporate elevated its spending on conventional and streaming TV commercials by roughly 50% in 2022 and expects to double that whole in 2023 whereas additionally spending extra on social-media platforms like TikTok, she mentioned.

The corporate additionally plans additional funding in its retail areas, which Ms. Dunham described as “three-dimensional billboards for the model.”

Away attracted consideration prior to now for unconventional advertising strikes such because the launch of a branded podcast and print journal known as Right here. The podcast stopped airing new episodes in 2017, and the journal grew to become a web-only property in 2020 after publishing 14 quarterly print editions.

Ms. Dunham stories to Away co-founder and Chief Govt

Jen Rubio.

Away late final yr promoted its chief monetary officer, Catherine Dunleavy, to turn into its first president.

Write to Patrick Espresso at [email protected]

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Appeared within the January 24, 2023, print version as ‘Journey Model Away Picks New Head Of Advertising Amid Promotional Push.’