Hertz Unleashes ‘Gold Squad’ to Bring Joy to Airport Travelers

Quick listen: Hertz’s Gold Squad turns airport stress into loyalty-building experiences.

Hertz is bringing wagging tails and comfort to busy airports with its new "Gold Squad" activation.

Created by agency of record Preacher, the initiative features highly trained Golden Retrievers to ease the stress of travel during peak periods like Labor Day.

The squad debuted at Dallas Fort Worth International Airport, delighting travelers with cuddles, warm greetings, and a moment of calm before hitting the road.

"With the Hertz 'Gold Squad' making surprise appearances across the country, we’re aiming to delight customers with something unexpected,” said Kari Birdsall, VP of Operations Excellence at Hertz.

“Whether it’s a warm welcome from a Golden Retriever or the ease of skipping the counter with Hertz Gold Plus Rewards membership, we’re focused on making every step of the rental experience feel convenient, seamless, and a little more golden.”

The initiative taps into research from YouGov showing 70% of Americans find vacation planning stressful, with airport transfers and car rentals often adding to travel fatigue.

With over 17 million travelers expected over the holiday weekend, the Gold Squad brings a lighthearted touch while supporting the customer journey.

The Gold Squad includes Cooper, a Golden Retriever ambassador, and will visit other cities such as Chicago, San Diego, and Atlanta.

Travelers can even participate on social media to vote on future stops, allowing the audience to engage with live activations.

Overall, travelers experience Hertz at its best, with the Gold Squad showing how much the company cares for its customers. 

Activations at Airports

Alongside meet-and-greets, select airports will also feature exclusive giveaways and on-site support for Hertz Gold Plus Rewards enrollment.

Members can skip the counter at participating locations, enjoy exclusive rates, and earn points redeemable for free rental days.

The Gold Squad also serves as a live reminder of the ease and rewards that come with membership, turning typical rentals into a heartwarming moment. 

Rob Baird, Partner & CCO at Preacher, emphasized the campaign’s impact.

“Peak summer travel is a stress test for everyone. We wanted to drop something into that chaos that felt instantly different, a living, breathing embodiment of what Hertz Gold Plus Rewards delivers," he explained. 

The Gold Squad isn’t just an activation, it’s a signal that Hertz is serious about making travel feel golden in the moments you need it most.”

Our Take: Can a Dog Turn Travelers Into Loyal Customers?

I think Hertz shows that even simple human (or canine) connections can create lasting brand loyalty.

This campaign transforms a mundane part of travel into a moment of delight, making it more than just a way for the brand to highlight its service.

To me, brand activations work best when they connect to real experiences and emotional needs.

The Gold Squad cleverly ties the fun to Hertz Gold Plus Rewards, giving customers a glimpse into what they can get with the loyalty service. 

Ultimately, it's campaigns like this that make me rethink how small gestures can leave a big marketing impact.

In other news, Spotify recently launched the latest installment of its "Fan Life" campaign, shining a spotlight on music fans all over the globe.