Travel & Transportation

DTC Luggage Brand Away Is Marketing New Pet Carriers Directly to Furry Travelers

Employing 4-legged influencers, scented posters and animal-centric messaging

three posters for yosemite with a tree, cairo with an egyptian cat, and buenos aires with a dog trying to eat a steak — The OOH ads, which target pets themselves, will run in Boston, Chicago, New York and San Francisco.Away

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In time for International Dog Day on Wednesday, and after months of lonely homebound humans rushing to bring new pets into their lives during lockdown, direct-to-consumer (DTC) luggage brand Away has added a new, animal-centric item to its repertoire: a pet carrier.

To promote the new product, Away’s marketing team worked to get inside the heads of the pet carrier’s target audience—pets. Because while humans are spending a lot of time dreaming of vacationing these days, surely their dogs, cats, bunnies and hedgehogs are as well, right?

With that in mind, Away