In October 2016, Dallas Fort Worth International (DFW) Airport announced the launch of its furriest program to date, the DFW K9 Crew. This fleet of certified therapy dogs and their handlers walks the airport’s terminals, greeting travelers and calming anxious fliers. DFW Airport called upon Three Box and other agency partners to help amplify the announcement with national, local and trade media, as well as plan an event that would set media tails a’wagging.
DFW Airport had high hopes for this announcement – after all, who can resist a sweet, furry face? The agency team put their heads together to brainstorm event ideas that would spark media interest. We then laid out a media strategy to maximize event attendance and post-event coverage.
Three Box recommended celebrating the program’s launch by rolling out an orange carpet – a nod to DFW Airport’s bold brand color – to introduce the pups at International Terminal D. Three Box invited local broadcast and print media to attend the dog show. Each dog strutted their stuff while the emcee shared details like their breed, favorite snacks and community involvement. Following the event, the team pitched the news release and event photos to national and trade media, as well as local media that weren’t able to attend.
The dog show was a resounding success. Media and passengers both flocked to the section of the terminal where the show was held. The event generated more than 22 million impressions and 45 original articles. Other results included: