BOSTON — Samsonite, one of the world’s largest luggage companies, has handed its PR business to M&C Saatchi Sport & Entertainment North America.

As PR agency of record, M&C Saatchi is charged with developing and leading strategic communications for Samsonite, with the overarching goal of driving consumer awareness at a time when people are starting to travel and commute again post-pandemic. The firm will handle PR for all of Samsonite’s brands which include eBags, American Tourister, High Sierra and Lipault in addition to its namesake product line.

M&C Saatchi won the business following a competitive review. Hollywood Agency previously handled Samsonite’s PR. The company’s brands have over time worked with a wide range of agencies around the world including DeVries Global, Electrify PR, Pale Morning Media, Neville McCarthy Associates and PR Communications.

In early 2020, Samsonite hired Brodeur Partners to handle its corporate communications and sustainability business. The move marked the first time the century-old company hired an agency for corporate communications.

“With travel on the rise, this year is extremely important for Samsonite. Consumers are excited to explore and reconnect with loved ones, from big family vacations to a daily commute. We want to continue to inspire and celebrate the moments that move us,” said David Oksman, who joined Samsonite as head of marketing and ecommerce in April 2020. “We’re thrilled to partner with M&C Saatchi Sport & Entertainment to help us drive storytelling that engages and inspires our community.”