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

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

Driving relevance means driving growth. Join global brands and industry thought leaders at Brandweek, Sept. 11–14 in Miami, for actionable takeaways to better your marketing. 50% off passes ends April 10.

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

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in