Away turned a commodity product into a lifestyle brand through content-first marketing and design, building one of DTC's most recognized luggage labels.
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See all ads on AdLibrary →Away is a New York-based DTC luggage brand founded in 2015 by Steph Korey and Jen Rubio. Famous for positioning luggage as a lifestyle product through content marketing and sleek design, Away operates DTC retail stores and a global e-commerce channel.
Away's early growth came from content — the 'Places We Return To' magazine seeded travel identity before product was even shipped. Today, paid campaigns blend aspirational travel photography with clean product imagery. Their Meta spend is significant, with heavy use of video storytelling and customer testimonials. See Away ads on AdLibrary.
Facebook and Instagram carry Away's largest paid load. Video ads featuring airports, hotels, and international destinations perform strongest. Retargeting sequences use abandoned cart reminders layered with social proof. Away's retail store presence in cities like NYC and LA generates offline touchpoints that increase paid social conversion rates.
Core themes: travel as self-expression, the perfectly packed bag, and trip anticipation. Copy often focuses on product features (100-day trial, lifetime warranty) embedded in travel scenarios. Post-2020 messaging has leaned into 'return to travel' emotion, capturing pent-up wanderlust effectively.
Away's key insight was that luggage buyers aren't buying a bag — they're buying a trip. Marketing the aspiration before the product unlocked emotional connection that functional messaging never could. Their content-first launch playbook (magazine before product) remains one of DTC's most studied case studies.
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