Pet Airways  Transportation – December 2009

Intro
My Advertising Message Strategy class paired my team of five people with client Pet Airways to create an IMC campaign to increase awareness of the airline.

Context
Pet Airways provides a much-needed solution for traveling with pets. On a Pet Airways flight, animals are lodged in pet carriers in the main cabin of the airline, not in cargo. At Pet Airways, no “pawsenger” goes unnoticed.  Pet Airways provides a previously unattainable amenity: safe and comfortable travel for people’s precious pets. When they opened for business in July 2009, flights for the first two months were immediately booked. Recently, demand has led to Pet Airways’ expansion into three new cities. However, Pet Airways is worried that its initial success may be a fad.  To ensure longtime stability they want to raise awareness of the Pet Airways brand and of the pet transportation industry.

Research
After being briefed by Pet Airways in the demographics of their clientele, we launched into secondary and primary research to discover what makes their consumers tick. One way we did so was through groups and observational research. What we found was that the target is a part of the hyper parenting movement, meaning that pet owners want their pets to be with them at all times, and share their everyday experiences and memories with their animals.

Research methods: Mintel, focus groups, survey, observation.

Discovery
The target sees their pet as their best friend. They love them as much as, and often more than, anyone in their family. More and more, they want to be accompanied by their animals on trips and vacations so that together, they can share experiences and memories. When owners travel, they want to be completely certain that their pets are comfortable, secure and well cared for. They prefer not to travel at all, or to take a road trip, as opposed to having their beloveds confined to a tiny cage during a long plane ride.

Strategy
Pet Airways is the solution to the physical and emotional discomfort pets and their owners experience when flying on commercial airlines.

Creative Brief
Key Fact: Pet Airways is the first animal exclusive airline that cares for the needs of one’s four-legged friend in a plane’s main cabin.

Problem: There is low awareness of the Pet Airways brand and of the pet transportation industry.

Objectives:
• Build brand awareness.
• Position brand as a viable and attractive means of pet transportation.

Target: Women, Gays and Lesbians 25-65 years old; located within a three hour driving range of a Pet Airways’ destination airport (PHX, NYC, CHI, D.C./BAL, DEN, LA, Omaha, Ft. Lauderdale); HHI $80k-$130k.

Insight: “Georgie –my Bichon Frise is my best friend. I love him as much as I love anyone in my family. I always want to have him with me so that we can share experiences and memories. When we travel, I want to be completely certain that Georgie is comfortable, secure and well cared for. I couldn’t think of having Georgie confined to a tiny cage during a long plane ride.”

Promise: Pet Airways assures the comfort and safety of pets and provides peace of mind to customers.

Support:
• Pets have their own personal space in the plane’s main cabin and are provided with water and toys.
• Trained pet attendants monitor and comfort pets.
• Supervised, complimentary lodging for pets is available in the airport Pet Lounge for up to 48 hours.
• Pet Tracker technology allows owners to check the status and location of their pets at all times while under Pet Airways’ care.

Creative
The over-arching concept of the campaign is to “put your pet on a plane they actually want to be on.” This concept implores consumers to spare their pet the typical trauma of travel and instead, to treat them to a more enjoyable alternative.

Based on this concept, the campaign’s slogan is “Come. Stay. Fly.” This tag embodies the spirit and simplicity of the big idea. By playing-off of the traditional dog calls “come” and “stay”, Pet Airways invites pets to comply with a request they will be thrilled to obey. The slogan is simple and appropriate for the transportation company since time is always of the essence for on-the-go travelers. Pet Airways, however, doesn’t only want to get pets from Point A to Point B, but they want to do it in comfort, style and luxury. The separation of a pet from its family can be traumatic for both parties involved, so why not make the journey as enjoyable and comforting as possible? Pet Airways focuses on the experience of getting pets to their destination. Pets do not just travel on Pet Airways they fly. For those few hours of travel, pets become a part of the Pet Airways family. They’re catered to and pampered, just like at home. As the slogan expresses, Pet Airways dedicates itself to the care, comfort and happiness of its honored “pawsengers.”

In the creative tactics, Pet Airways will employ Ellen DeGeneres as its spokesperson. She will appear in radio and TV ads for the brand. As a popular celebrity, pet lover and animal activist, Ellen’s influence will benefit Pet Airways image and provide it with increased publicity and credibility. Through this endorsement, Pet Airways will position itself in solidarity with its pet-loving target market.

Result
Voted best campaign in the class.