Case Studies

TUMI & A Leading Loyalty Publisher

Elevating Brand Reach and Driving Exceptional Growth

The Results

TUMI partnered with a Leading Loyalty Publisher in Australia, with program strategy and management by Rakuten Advertising. By aligning commission incentives, investing in high-impact placements, and prioritizing always-on visibility, TUMI achieved exceptional growth.

196%

increase in order volume

31%

of Tumi’s affiliate sales

204%

increase in sales

About the Brand

TUMI is a globally recognized leader in premium travel, business, and lifestyle accessories, renowned for innovation, durability, and design that enhances the journeys of modern consumers.

The Story

TUMI sought to accelerate growth with affluent, loyalty-driven consumers in Australia and to improve returns from paid placements without sacrificing brand equity. Objectives included expanding reach within a trusted loyalty ecosystem, increasing order volume efficiently, and elevating share of voice during key moments. Competitive promotional calendars, ensuring premium positioning and maintaining profitable scale with flat-fee spend were among the problems that TUMI faced.

TUMI chose Rakuten Advertising for our white-glove service, local AU expertise as well as our global, full-funnel network capabilities, and AI backed optimization. Rakuten Advertising’s proactive partnership experts and ability to align incentives across publishers made us the ideal partner to orchestrate a plan that outperformed their initial goals.

The Rakuten Advertising Solution

Rakuten Advertising designed a focused plan that combined incentive alignment with premium media to unlock sustained visibility and performance. This approach balanced enhanced commissions to reward quality, competitive flat-fee investments to secure marquee placements, and always-on prioritization to maintain momentum—supported by continuous testing, pacing, and creative optimization.

Optimized Commission

Tumi strategically implemented an enhanced commission structure, leading to a 20% growth in blended CPA. This demonstrated Tumi’s commitment to rewarding the publisher for superior performance and the high quality of traffic delivered from its loyalty base.

Targeted Placements

Tumi secured strategic, highly visible placements within the publisher’s key campaigns through a competitive investment level. Tumi further reinforced its commitment by offering an attractive commission rate to ensure strong promotional support and maximize the publisher’s earning potential.

Prioritizing the Partner

Tumi consistently prioritizes promotional opportunities with this key Loyalty Publisher, acknowledging its critical importance for significant growth and brand visibility within the Australian market.

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