We Helped Them Teach Their Guests' Dogs a Few New Tricks for Unprecedented Media Attention.
Long a leader in pet travel, Loews Hotels was seeking a way to take their Loews Loves Pets program to the next level. Leveraging the growing trend in "learning vacations" that humans were increasingly demanding, we worked with Loews to create learning vacations for pets at several of its U.S. properties. With offerings like "The Hound of Music" at the Loews Vanderbilt Hotel Nashville (where dogs could cut a record in a music studio), "Outward Hound" at the Loews Denver Hotel (where dogs were led on a two hour guided hike with a personal trainer and photographer), and "Su'ruff Camp" (where dogs learned to surf) at the Loews Coronado Bay Resort in San Diego, Redpoint used fun, arresting photos and b-roll to launch the program with great fanfare.
Launched with a five-minute experiential segment on the TODAY Show, media coverage also included a feature in USA Today and hundreds of newspapers, regional TV stations, and websites around the country. Total reach for launch media placements exceeded 75 million…and still continues today.