Dog Travel Agent
North Carolina is searching for the world’s first dog travel agent. Fun, right?
This campaign was inspired by the insight that most dog-focused content is created for people and not specifically for dogs.
So LGA invented the idea of hiring the First Dog Travel Agent to help inspire travel from a pup’s perspective.
We utilized paid social, posters, LinkedIn, a website and Indeed job postings – all directed at dogs.
“Over 50% of travelers bring along their fur babies – but most websites for pet-friendly travel are made for the humans, not for the dogs.”
It all began with adding the job listing to both Indeed and LinkedIn, you know to make it official.
We created a website just for the entries. Applicants had to post a video of their adventures and why they should be chosen using the hashtag #choosemydoggo and tagging @VisitNC. The site which was a redirect to a landing page on VisitNC.com, became the most visited page on their site the first day it launched with over 43K unique visitors in the first 2 weeks.
The site featured background video at the top which is a hint at the type of content that will be coming, It’s also written with doggo lingo, an internet language that has grown out of pet influencers and meme culture.
We used social to drive awareness and entries. The ad featured on the far right had over 14K shares and 750 comments. (primarily tagging others that should join or apply)
Dog-sized posters and faux hydrants
We created Giphy stickers that could be used natively on Instagram and within the first two weeks they had over 3 million impressions in use.
Example of Instagram stickers created for recruitment phase
This campaign garnered great coverage throughout North Carolina where we held the search. That led to over 500 applicants submitting their applications and growing our newly formed Facebook (DogsVisitNC) very, very quickly.
Introducing, Mo, North Carolina’s first dog travel agent. She will travel all over North Carolina and share her travels at dogtravelagent.com and through social media.
The press loves Mo and she was covered by a ton of different doggo and human travel sites.
Mo found her way on television, too.