Hertz rolls out Golden travel campaign to calm holiday chaos

Hertz is bringing an unconventional travel companion to airports this Labor Day weekend: Golden Retrievers. Dubbed the Gold Squad, the dogs are part of a brand activation designed to bring comfort and calm to travelers during one of the busiest travel periods of the year.

The initiative is part of Hertz’s mission to make customers “feel golden,” offering stress relief and an unexpected welcome as travelers collect their rental cars. The program also promotes Hertz Gold Plus Rewards, the company’s loyalty scheme that offers members exclusive rates, faster bookings, and the ability to skip the counter at select locations.

Travel stress relief with wagging tails

The Gold Squad made its first appearance at Dallas Fort Worth International Airport last week, where Cooper the Golden Retriever and fellow canine companions greeted thousands of travelers. Additional visits are planned for airports in Chicago, San Diego and Atlanta, with future stops influenced by traveler input on social media.

Kari Birdsall, Vice President, Operations Excellence, Hertz: "With the Hertz ‘Gold Squad’ making surprise appearances across the country, we’re aiming to delight customers with something unexpected. 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."

Preacher develops Gold Squad activation

The activation was developed with Hertz’s agency of record, Preacher.

Rob Baird, Partner and Chief Creative Officer, Preacher: "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. 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."

A response to peak holiday travel stress

The activation comes as travel volumes surge. YouGov research shows 70 percent of Americans find booking vacations stressful, with airport transfers and flights as key pain points. With more than 17 million travelers expected over the Labor Day weekend, Hertz sees the Gold Squad as both a brand experience and a moment of relief.

The dogs’ airport appearances will also feature giveaways and opportunities for travelers to enroll in Hertz Gold Plus Rewards on site. Travelers can follow the Gold Squad’s journey and weigh in on upcoming stops through Hertz’s social media channels.