US – The DTC luggage brand's latest campaign promotes its travel pet carriers directly to our furry friends.
Away has introduced its latest out-of-home advertising in places frequented by pets, such as dog parks and city streets. Vintage-style travel posters have been placed near to the ground – at eye level for pets – and are painted with a scented coating to attract animals as they pass by. In addition, Away has partnered with pet influencers on Instagram to trial the range of pet carriers.
According to the luggage brand, the campaign was inspired by the rise in pet ownership as well as the deepening of human-to-pet relationships during lockdown. Consequently, Away has launched the range and campaign to target people seeking pet carriers so they can take their pets with them on post-lockdown adventures.
At a time when consumers are placing greater value on their homes – as well as the family members and animals within them – we can expect further growth in the High-end Pets Market.