Kurgo, a manufacture of pet travel and safety gear, had the challenge of educating pet owners about the dangers of driving with unrestrained pets in the car. Pet owners traveling with their pet is a growing trend, but there is still a need for owners who do travel with their pet to take the small extra steps necessary to minimize the dangers and distractions of having them roam free about the vehicle. Kurgo wanted to align themselves with key influencers outside of the pet industry who could help them spread the message of buckling up your pets, and earn significant editorial mentions around the issue of doggie distractions and their solution products nationwide.
Kurgo and Impetus identified two major non-pet-industry groups, AAA and Toyota who had the means and credibility to aide in the education of safe travel with pets. Impetus had relationships with AAA as longtime attendees of the industry’s largest trade show, Global Pet Expo as well as a key pet personality who would be going on tour as a Toyota spokesperson.
Kurgo products and messaging regarding the dangers of doggie distractions were featured in a variety of major media outlets such as the Today Show, Good Morning America and the NY Times to name a few. Because of the swelling conversation and interest in the dangers of driving with an unrestrained pet, Toyota launched a national commercial in the fall showing millions of viewers to restrain pets while in the vehicle. Kurgo’s partnership with AAA resulted in an endorsed survey on the dangers and distractions of unrestrained pets in the vehicle which led to additional major national media coverage.