In 2023, we finished one of our most rewarding brand storytelling projects with Rochester International Airport (RST). While our focus is usually on creative and effective advertising, this project offered a unique opportunity to tell a more personal story—one that illustrates the profound impact that RST’s Caring Tails therapy dog program has on its passengers.
A Special Relationship at RST.
One of the unique things about RST is its proximity to Mayo Clinic, which attracts a diverse and often medically focused clientele. That’s how we got to meet Calvin, a young boy with a rare form of epilepsy who travels frequently to Mayo Clinic for treatment. For Calvin, the highlight of these trips has become his special relationship with Rye, one of the therapy dogs at RST.
A Boy and His Dog.
Our team got to follow Calvin and Rye around at the airport and see how they interacted. We followed their journey to Mayo Clinic, capturing the comfort and joy that Rye brought to Calvin. Rye has become a crucial part of Calvin’s travel experience, and it was a joy getting to document their story.
Telling the Story.
From this footage, we created a series of shorter ads taken from the longer video of Calvin and Rye’s story. These ads performed exceptionally well! We like to think it’s because of our incredible brand storytelling and the way we crafted their story. Honestly, though, it’s way more likely that people like videos with kids, dogs, or in this case, both.
Beyond Just Travel.
This project highlighted how an airport’s services, like the therapy dog program, can really impact travelers’ experiences. It’s a testament to the power of thoughtful, empathetic services and their ability to transform a flying and medical experience that may otherwise be associated with stress and exhaustion with warmth and love instead.
Conclusion.
Our work with Rochester International Airport and the story of Calvin and Rye underline the importance of empathy and support in travel experiences, especially for those facing challenging circumstances.
This project wasn’t just about advertising. It was about highlighting the real, positive outcomes that come from combining thoughtful services with genuine needs. It’s stories like these that remind us why we do what we do—and why we believe in the power of good storytelling to move hearts and minds.
