The sponsorship is an extension of the brand’s canine-centric ‘Gold Squad’ platform
The concept of “stress-free travel” may sound like a distant fantasy, but Hertz is on a mission to alleviate travel anxieties through its Gold Plus Rewards loyalty program—and a pack of friendly golden retrievers known as the Gold Squad.
First introduced last summer to help airport travelers decompress, the brand’s highly trained group of pups has since begun infiltrating select Hertz locations, where the company says they’ve been very well received. But the Gold Squad, and the brand, really found their calling on Feb. 7, serving as presenting sponsor of Goldens in Golden, an annual celebration in Golden, CO, that this year drew more than 5,500 golden retrievers (and their humans) from around the country. Hello, dream event.
To bring the intangible perks of its loyalty program to life, the brand kicked off its sponsorship at Denver International Airport, where it unleashed the Gold Squad to relieve travel stress and spread some love to Hertz customers.
Then it was on to the main event, Goldens in Golden, where the brand hosted the Golden Pup Cup Café, a community-centric activation anchored by an Airstream trailer—where the Gold Squad made plenty of appearances—that provided humans with warm lattes and, of course, matching treats for their fur babies.
The footprint also included a branded mural that doubled as a photo op and featured “Feeling Golden” messaging, as well as swag and room to sit down and socialize. Outside of the activation, the Gold Squad mingled with human and canine attendees, alike, across the event.
“Ultimately, it was about: how can we have a meeting spot for folks to be able to sit down, entertain their dogs, interact with each other, and just have the best possible experience, and keep it all aligned to what we’re trying to achieve as a brand and as a company—that customer experience comes first,” says Brian Canning, cmo at Hertz.
Naturally, the Gold Squad and the café inspired social sharing on-site, but Hertz also drove hype in the leadup to Goldens in Golden with the help of its dog influencer partners, a group of golden retrievers (and their parents) that the brand has worked with over the last six months while expanding the Gold Squad campaign.
“This was an event that just made perfect sense for us in terms of being able to not only show up and make the event a little bit better from our perspective, but also to have golden retriever influencers [come] from all over the country, show the joy of a road trip, especially with your dog, and show off our cars and what you can do with Hertz vehicles, and the power of our Gold Plus program,” Canning says. “So it really aligns to what we want to do and how we want to represent ourselves as a brand and in the community.”
SQUAD GOALS
The good news for dog lovers is that Hertz is just getting started on translating its brand promise, and product, into an experiential platform. In fact, the company is currently recruiting for a Gold Squad Pack Leader, a role that will entail strategizing for, and producing, Gold Squad appearances and activations.
The goal, Canning says, is to grow the program exponentially. “We’re doing more and more cities. We’re going to be doing more events outside of the actual Hertz locations. So it’s just going to get bigger and bigger. [The Gold Squad] are going to become a part of our brand DNA, because it aligns, again, with what we’re trying to do in investing in the customer experience.” Agency: Preacher.
