BringFido: Strategic Expansion of Brand Platform for Increased Share-of-Voice
CLIENT GOALS
BringFido, the world’s #1 pet travel and lifestyle brand, is a web-based resource that provides pet-parents with insights and reservation-access, globally, to more than 250,000 pet-friendly hotels, vacation rentals, restaurants, events, dog parks, beaches and pet-friendly activities. JDPR deliberately intensified PR energies to evolve BringFido from its established position as a leading pet-travel brand to its aspirations of becoming the #1 pet lifestyle brand, leveraging BringFido’s best-in-class website and mobile app, and its deep expertise in pet-friendly hospitality resources.
Objectives
- Expand BringFido’s brand platform as the trusted pet travel resource to being the #1 pet travel and lifestyle resource.
- Drive traffic to the BringFido website and mobile app.
- Maintain a voice of expertise and authenticity in a controlled, strategic approach.
- Measure success via increase in quality media hits, impressions and ad equivalency.
TACTICS
- Broaden the media mix beyond pet trade/consumer targets to also include national consumer lifestyle and trade media with dedicated travel and pet editors, writers or sections based on editorial calendars, with focus on female audience.
- Leverage BringFido leadership team for expert commentary on pet travel, news and trends, including sponsorship of experiential media trip.
- Develop internal story bank of ideas based on editorial calendars, evergreen topics, seasonality and trends.
- Coordinate BringFido’s attendance at media “speed pitching” events.
- Intercept attending media at relevant travel and lifestyle conferences for one-on-one meetings with editorial decision makers, yielding coverage in media such as Forbes, The Washington Post and Real Simple.
- Broker recurring ‘sponsored’ content feature stories with travel and lifestyle websites (e.g., Travel + Leisure, SmarterTravel, Macaroni Kid Travel).
THE IMPACT
- Established BringFido as the trusted source for pet travel and lifestyle.
- Increased BringFido’s YOY media exposure by 5x with a combined 2017/2018 reach of 2.06 billion targeted media impressions.
- Garnered ad rate equivalency of more than $85 Million over the measured period.
- Fortified BringFido’s position as a lifestyle brand as demonstrated by the expanded media mix, including ‘core’ pet and non-pet media.
