BARK Launches New Luxury Airline for Dogs

A luxury airline exclusively for dogs and their owners feels like something straight out of a movie — but BARK is making it all possible. 

Made together with creative agency Tombras, the "BARK Air" promotional video officially launches the pet subscription company's latest business venture, timed perfectly on National Pet Day.

Partnering with a private jet company, BARK Air allows dog-loving humans to travel with their furry companions in comfort and style. 

"We are excited to take the insights we’ve learned over the years to create an experience that is truly dog-first, which is drastically different from just accepting dogs — from the ground to the skies," BARK CEO Matt Meeker said in a press release.

 

 

 

 

 

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In the one-minute ad released today, dogs enjoy pet privileges that mimic what passengers would get out of a first-class flight. 

They enjoy services like meals cooked by a private chef, in-flight entertainment, a belly-rub button, a full bed to sleep with their parents, a pet playground, and dog champagne. 

"If you think this is a joke, you're not a dog person," the flight attendant tells the viewers, as the spot ends. 

Jeff Benjamin, Chief Creative Officer at Tombras, recalls his experience working on the campaign, calling it a dream project. 

"We were immediately like, 'Wow,'" he shared. "It embodies everything BARK is about — being ridiculously focused on the happiness of dogs — but in an experience rather than a toy or a treat."

BARK Air's Amenities

While the company has admitted that some of the features in its commercial were only dramatizations, it was made in the spirit of BARK Air's actual offerings.

"It is not a gag. It’s very much real. And it’s something we’ve been wanting to do for over a decade,"  BARK’s VP of Brand Marketing Dave Stangle explained in a statement.

Stangle also shared the unique services passengers and their pets can get in-flight, which includes calming pheromones inside the cabin and a serving of water to the dogs, so their ears can pop and adjust.

"There’s huge demand for this. And the obvious truth is that the airline industry doesn’t want to make the flying experience better for dogs. We’ve tried to partner with airlines for years. Now we’ve decided to build it ourselves."

How Much Will a Flight Cost?

To align with its special privileges, the pet brand's new service will come with a hefty price, starting at $6,000 for a one-way flight between New York and Los Angeles.

According to Stangle, this is just the initial stage, and BARK is making strategic plans based on its market research to figure out how to make it more affordable in the future.

"That will allow us to lower prices and reach a bigger audience. And hopefully we’ll spur competition, which will also lower prices," Stangle explained.

"Eventually, we’ll get this to a place where traveling long distances with your dog is going to be normal. This, to us, is day one of that," he added.

Fur parents interested in BARK Air can learn more about the service through their website.