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Rimowa: Redefining Luxury Travel for the Next Generation

Project type

Final Project

Date

December 2025

Location

NYU SPS — Integrated Marketing

Link

Access the Full Deck

Role

Project Manager, Strategic Content Development, Integration & Design

I served as project lead and primary strategist, building the foundational structure that guided our team through situational analysis, positioning, persona development, customer journey mapping, and tactical planning. The final deliverable was a full marketing plan covering market opportunity, brand positioning, the 7Ps, target persona, strategic objectives, funnel tactics, KPIs, and implementation roadmap — presented to our professor and peers as a polished strategic pitch.

Tools:
-Canva
-Marketing Plan Template (Professor-provided)
-Collaborative Research & Brainstorming Frameworks
-Nano Banana

Strategic priorities slide showing three focus areas: building cultural relevance with millennials, defending premium positioning against mid-tier competition, and leveraging sustainability as a status symbol, with visual examples and detailed explanations.

Hyperlocal marketing plan slide explaining the strategic focus on NYC millennials aged 30-40, with rationale points including market size, competitor presence, cultural influence, and ROI assessment capabilities.

Customer positioning statement for RIMOWA targeting NYC millennials, emphasizing engineered-to-last luggage that merges heritage with modern innovation as a purposeful companion across decades.

Business goal slide for RIMOWA outlining the strategy to establish premium luggage choice for next-generation luxury travelers, with three key performance benchmarks: NYC market share growth, DTC revenue increase, and Net Promoter Score improvement.

Campaign slide showing "Your Turn" primary messaging with tagline "Elevate Your Travel with Purpose," alongside a Brooklyn storefront window display featuring RIMOWA branding.

AI-generated renderings of exclusive RIMOWA campaign packaging with "Your Turn. Brooklyn" branding and a NYC-themed limited edition luggage collection featuring black cases with gold accents and city skyline details.

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