DTC travel brand Away rises to the challenge and launches new pet products during the epidemic

The tourism industry has suffered greatly during the pandemic. According to the International Air Transport Association , as of November last year , the number of overseas air travels has dropped by nearly 90% due to travel bans and quarantine measures implemented after the outbreak .

Tourism Economics data also showed that total tourism spending in 2020 was US$679 billion, a 42% drop from US$500 billion in 2019 .

In this market context, the US DTC travel brand Away was also affected. The sales of its travel products plummeted by 90% in the early stage of the outbreak . However, Away was not discouraged. Instead, it adjusted its product portfolio immediately, launched pet travel bags, and opened up new markets through clever marketing activities.

( Away brand official website )

As pet foster care and adoption rates soared during the pandemic , Away launched its first pet luggage last August . In the promotion and marketing of the new product, Away's marketing team established pet-centric " guidelines" and fully implemented them in the design of peripheral products and travel posters.

Selena Kalvaria, Away's president of marketing, said: " The travel experience is not only about the owner, but also about the pet. " Therefore, Away's marketing team focused on placing outdoor advertisements in places frequented by "furry kids" in four pet-dense cities: Boston, Chicago, New York, and San Francisco, such as near popular dog parks.

Away's retro posters are posted low to the ground, at the same height as pets walking around, and are scented to attract the attention of every pet "passerby".

The scent coatings on Away’s outdoor posters are coordinated with the locations where the ads are placed. For example , the poster in Buenos Aires, Argentina, smells like steak, the poster in Cairo, Egypt, smells like catnip, and the poster in Yosemite Park, California, has a cypress scent. The unique appeal of each resort to pets is cleverly integrated into the poster design.

However, in the current epidemic situation, people and pets are still unable to travel freely, so all of Away's advertising information is directed to future travel, making the brand's products the first choice for pet owners after the epidemic is lifted.

In addition to posting outdoor advertisements, Away has also cooperated with several "four-legged influencers" on Instagram to conduct product testing and promotion. Not only is Lionel popular in the cat and dog circles, but he has also become a fan of Away travel company.

Away has also run a small celebrity campaign for its pet luggage , focusing on people who frequently post about their pets on social media. Actress Kerry Washington, who has a Shih Tzu, promoted the brand on Instagram after receiving a sponsored pet luggage from Away.

In fact, before Away officially launched the pet suitcase, the team had been working silently on this category for more than two years. The timing of the product launch was also an issue that the team spent a lot of time considering. However, after seeing many fans bring pets into their lives during the epidemic, Away believed that the timing of the launch was right.

Last week, Away also released a new line of travel products, including face masks, sleep masks, neck pillows, travel blankets and compression socks, designed to provide people with a "comfortable and safe" experience when they travel again.

It can be seen that although the production environment for small businesses has become difficult during the epidemic, there are also good opportunities for development hidden under the crisis. As Away's executive creative director Tim Roan said, the waste crisis is a terrible thing . It is this crisis that gives everyone the opportunity to re-examine and reposition their brands.

DTC travel brands

Pet bags

Away