Bring Fido: Marketing to an audience segment

The Client’s Goal

BringFido is the world’s leading pet lifestyle and travel resource. After conducting extensive research on its target audience, BringFido determined that a disproportionate percentage of their users were women. BringFido tasked JDPR with developing a strategy to garner significant exposure within publications that skewed heavily female.


  • •Secure national-level media exposure within leading publications that had a female-centric audience
  • •Position BringFido as the go-to resource for all information related to pets and pet travel.
  • •Leverage Melissa Halliburton, the female Founder and CEO of BringFido, to further embed the brand with female readers of these publications.


  • JDPR implemented an editorial outreach program where we identified writers at top-tier women’s interest publications who had pets, and engaged them with tailored pitches.
  • JDPR actively pitched and secured stories with women's interest publications.

The Impact

  • Achieved a saturation of top women’s interest media outlets with pet and/or travel relevance.
  • • PR media exposure helped to generate content to drive web and mobile app traffic.
  • • Secured feature length articles that were on-target for both audience and key brand messages.