The goal of this partnership was to create a product collection that embodied the Hamilton Princess experience beyond the hotel. Hamilton Princess and Steamline Luggage have partnered before on numerous photoshoots. For years we would receive questions about the pink luggage we featured, asking where they could be purchased. So it felt natural to create a custom Hamilton Princess x Steamline Luggage line.
The collection consisted of luggage in the Mini, Vanity, and Carry On sizes, and soft goods including packing cubes and cosmetic cases. The exterior of the bag remained the iconic Princess Pink, a nod to the pink sands of Bermuda and the hotel’s color. The interior was a collaboration with illustrator Riley Sheehey. Riley was originally hosted by the hotel in 2023 as a part of our Artist in Residence program. The artwork she created at the time was inspired by her stay, and a continuation of this partnership felt natural. Riley designed illustrations for a custom interior lining that highlight the iconic hotel exterior, its pink tennis courts, moongate, and pink phone booth as well as other Bermudian island icons.
The limited-edition luggage line was launched on May 13th, 2025 with early access exclusively for Hamilton Princess’ Instagram Broadcast Channel. The launch was then publicly shared a few hours later with a collaborative post between the two brands. At the same time, both brands held an in person launch event in New York City with influencers, press, and friends of the brand. The luggage was available to shop at The Shops at Hamilton Princess, where a local shopping event was held, as well as on our retail website and Steamline’s website. One month after the launch, we announced an exclusive retail partnership with Over The Moon to feature the luggage as well.
Two weeks after launch, we hosted a giveaway with several pieces of the collection available to win, alongside BermudAir flights and a stay at the Hamilton Princess.
We successfully drove awareness for the new collection as well as immediately began driving purchases. Our paid social efforts resulted in 11 purchases totalling $3,385, a ROAS of 1X, with 91,893 impressions, and 3,953 landing page views.
The organic campaign results included a total of 932,796 impressions and 58,208 engagements across Instagram, Facebook, Linkedin, and TikTok.
From the giveaway post, we gained 863 followers and 5,783 submissions. Through our PR initiatives with Campstories PR, we earned 47,423,850 UVM through publications including Travel + Leisure, ABC News Online, Good Morning America, The Post, and more.
Total Items Sold: 76 (includes online and in person at the hotel’s shops)
Sales: $12,411
Between the 47M+ in press, over 850 new Instagram followers, over 58K+ engagements, and multiple categories selling out, we achieved our goal of creating a product our audience would truly enjoy and driving more awareness and excitement around the Pink Princess. We’ve received countless messages requesting us to restock due to its popularity and have more product categories being developed to continue the partnership.