World’s First Dog Travel Agent
Visit North Carolina
The Case Study
The Idea
45% of people bring their dogs with them for at least two nights when they travel.
But no one is providing travel tips from a dog’s perspective. So on National Dog Day, Visit North Carolina launched a search for the World’s First Dog Travel Agent.
Sponsored Job Post
The Creative
Using doggo lingo, we placed the Dog Travel Agent job listing on sites like Indeed and LinkedIn. We developed dog-sized billboards and placed them in strategic locations at parks and hiking trails.
From the hundreds of entries (and lots of press), a rescue dog named Mo earned the job. Then we created paid social posts and videos that promoted the North Carolina travel content developed by doggos for doggos at DogTravelAgent.com. The site even featured a quiz (Doggo Adventure Generator) that dogs could take to find a vacation designed just for them.
Doggo-Sized Billboards
Paid Social
Website Content Tour
Doggo Adventure Generator (quiz) Tour
Dog Travel Agent’s First Adventure
The Results
• 30 million media impressions
• 88% video completion rate
• 93% engagement rate with the quiz
• 43% email open rate
• #1 organic search ranking
