Shanghai, 27th June 2024

DLG (Digital Luxury Group) has been awarded with the Special Prize (Festival Marketing) at the 12th TopDigital Innovative Marketing Awards, thanks to its creative online content and Mini Program experience for TUMI’s Lunar New Year Exclusive Collection.

For this Lunar New Year, a significant marketing milestone in China, DLG developed a WeChat Mini Program page for TUMI, based on the festival visual co-created by the brand and artist Weber Zhang. The Mini Program features an immersive gaming experience offering WeChat red packets and tangible rewards to encourage engagement from the brand’s community. It also showcases TUMI’s Lunar New Year exclusive products, allowing users to visit the WeChat store seamlessly for purchases.

“This award reflects DLG‘s decade-long expertise in crafting innovative digital experiences in the Chinese market, enabling luxury and high-end brands to engage local consumers with resonating messages at the right moments,” said Pablo Mauron, Partner and Managing Director China at DLG (Digital Luxury Group). “We are grateful to have brand partners like TUMI. Their continuous ventures in the local market empower DLG and our team to consistently excel and deliver high-quality services.”

Since 2021, DLG has served as TUMI’s digital partner in China. Leveraging its prowess in digital marketing and unique insights into the evolving market and consumer behaviour in China, DLG has assisted TUMI in crafting and optimising its digital strategy for key brand and local marketing milestones.

The TopDigital Innovative Marketing Awards honour marketing projects that drive business through any form of innovation, celebrating the most innovative brands and companies. Held annually in Shanghai for 12 years, TopDigital has become an influential award in the innovation field. Out of a total of 3,307 entries, TUMI stood out as one of the few luxury brands to be recognised this year.

We extend our gratitude to the award organizer and congratulate all winners.

About DLG

DLG (Digital Luxury Group) is an international agency with offices in Geneva, Shanghai, and New York that offers social media, e-commerce, CRM, consulting, and creative services to luxury brands. It has developed a unique expertise in defining and implementing impactful digital strategies targeting sophisticated consumers through technological know-how, creativity, and luxury savoir-faire.

For media and other inquiries

Alexander Wei | Alexanderwei@digital-luxury.com