Zero Halliburton focuses on roots to fete 80th anniversary

April 2, 2018

Zero Halliburton's ads communicate its history of travel. Image courtesy of Zero Halliburton

Luggage maker Zero Halliburton is embarking on a rebranding effort centered on its travel legacy.

The brand’s “Grit & Glamour” campaign highlights some of the destinations that Zero Halliburton luggage has journeyed to in the past eight decades. Along with a new marketing image, the company is making moves to reinforce its U.S. heritage through its operations.

"Consumers have shifted their priorities from amassing things to amassing experiences," said Tom Nelson, president and CEO of Zero Halliburton, New York. "As the original American travel brand with a history of experiences that has taken us to every corner of the earth and beyond, Zero Halliburton is uniquely positioned to lead this trend.

"Our 80th year is the perfect milestone birthday to engage and enthrall a whole new generation as they create their own experiences."

Travel legacy

Zero Halliburton began in 1938, when oil field engineer Erle P. Halliburton sought to create a case that would protect his belongings from dust and heat. Working with his team, he developed airtight aluminum cases for his own use.

After receiving requests from friends for suitcases, Mr. Halliburton opened a factory in California.

The Halliburton Case Company was acquired by the Zero Corporation in 1968, and the brand became part of Japanese luggage company Ace in 2006.

Zero Halliburton ad from Vogue in 1947. Image courtesy of Zero Halliburton

After 80 years in business, Zero Halliburton is rebranding itself. The luggage maker tapped agency Underhead, which worked with the brand to develop its new look.

A campaign film starts with a shot of the Midwestern oil fields that Mr. Halliburton frequented, with overlaid text reading “born here.” From there, the video shares other snapshots from around the globe, saying “been there.”

Included among the locales are the Eiffel Tower, the Great Wall of China and the Taj Mahal.

Zero Halliburton also highlights its history in space, sharing footage from the Apollo 11 mission. When the astronauts landed on the moon in 1969, modified Zero Halliburton cases were used to bring back rocks and soil samples.

Zero Halliburton's new brand campaign highlights its 80-year American heritage of strength and security. From the Midwest oil fields to the moon, there is no road Zero Halliburton hasn't traveled. How many places in the video you been? #TheAluminumStandard
A post shared by ZERO HALLIBURTON (@zero_halliburton) on Mar 27, 2018 at 8:06pm PDT

The campaign aims to point out that while travel has changed, the need of travelers to safely transport belongings has not.

Along with the digital effort, Zero Halliburton is also pushing its campaign to select print advertisements and out of home placements in New York in April.

The updated logo and campaign imagery will also be integrated into Zero Halliburton’s stores. Following a launch at its Madison Avenue flagship in New York and its store Roosevelt Field Mall in Garden City, NY, the brand is planning to roll out its new look globally in the next few months.

Zero Halliburton's ad campaign. Image courtesy of Zero Halliburton

Later this year, the brand will debut a special 80th anniversary product. Zero Halliburton’s ecommerce site will also be redesigned for the occasion.

Ahead of this milestone, Zero Halliburton got back to its origins by reshoring its manufacturing and establishing a U.S.-based design team.

"Zero Halliburton was born in America during a renowned time of American entrepreneurialism," Mr. Nelson said. "From securing the industrial designs of our greatest architects, to protecting the wardrobes of Hollywood starlets and carrying moon rocks back to earth from the Apollo 11 mission, our history of achievements is authentically tied to our country’s own.

"By bringing production back to the U.S., we’re reinforcing our authenticity and acknowledging our heritage," he said. "For many luxury consumers around the world, this is an important consideration."

Going places

While 2017 was a solid year for luxury, 2018 is projected to see slight increases to total spending, with most of the growth coming from travel-related purchases.

This data comes from Luxury Institute’s annual study on the state of the luxury business, which surveyed thousands of affluent customers from the wealthiest nations in the world. The data supports the growing understanding that luxury consumers are beginning to value experiences over products (see story).

Travel and hospitality brands are now urged to create completely authentic experiences that also highly regard localism to cater to the new affluent traveler, but retailers need to follow suit to keep up as well.

According to the editor in chief of Condé Nast Traveller Middle East, the value of a unique travel experience has risen exponentially in the eyes of consumers, putting the pressure on travel and hospitality brands. However, it is not just travel brands that are affected, but also retailers who need to work to sell experiences along with their products (see story).

"Although it does speak to our storied heritage, the new Zero Halliburton brand campaign makes an emotional connection through the aspiration of travel," Mr. Nelson said. "Whether it was 80 years ago, or 80 years from now, your travels tie you to your memories and help define you as a person.

"Who doesn’t love to check a place off their bucket list as 'been there' or plan where they’re going next?" he said. "It’s the same for Zero Halliburton. The moon? We’ve been there. Mars? We’re probably going there."

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