Visit North Carolina is seeking to entice pet parents to its state with a campaign that features the recruitment of the first dog “travel agent.”
“There’s a lot of information out there about places that allow dogs -- but that’s not the same thing as being truly dog-friendly,” explains Wit Tuttell, executive director, Visit North Carolina.
“What’s more, all that content is created by humans for humans." Instead, this initiative will "help us inspire travel from a pupper’s perspective," says Tuttell.
The campaign, designed by AOR LGA, invites potential applicants to submit a one-minute video to DogTravelAgent.com. This recruitment drive will be promoted via LinkedIn and Indeed job listings, Facebook and Instagram video ads, Instagram Stories GIF stickers, email, web and social content.
While there are no outwardly difficult requirements, authenticity, personality and creativity are key qualities the organization is seeking for its ideal spokesdog.
"We’re looking for the doggo who’s the best fit for the Visit North Carolina brand," quips a Visit NC spokesperson. He adds: "While that might very well be a Plott hound" (North Carolina’s state dog), we are an "equal opportunity" employer and all North Carolina dogs will receive equal consideration from the hiring committee, consisting of the Visit North Carolina team with input from LGA.
Once hired, the appointed pooch will help to produce and curate dog-friendly travel content to showcase state’s beaches, national parks, cities and outdoor activities, along with helpful info for their owners, like where to stay, what to eat and how to get around.
Four in 10 pet owners take their animals with them when they travel, up from 19% a decade ago, according to the American Pet Products Association. Dog influencer visits and in-market activations will roll out over the course of the campaign.
Pet parents, however, will likely need to be otherwise employed as this position does not include a cash salary. Rather, the winning dog owner will receive an all-expenses paid trip to a North Carolina destination during the fall, as well as a stipend for up to three additional in-state trips before June 30, 2020.