Newspapers love a good story. So when a start-up began promoting its latest venture - luxury air travel for pets - the number of column inches dedicated to the small enterprise was anticipated to be vast.
However, the world's first airline designed specifically for animals, Pet Airways, has seen coverage of its comfortable transportation methods surpass all expectations. Featured in articles by news providers around the world, including the BBC, Washington Post and AFP, the flights will cost $149 each and will be available on routes from New York to Washington, Chicago, Denver and Los Angeles.
Founded by Dan Wiesel and Alysa Binder, Pet Airways is based in Delray Beach, Florida and will operate a fleet of 20 planes, which will all be serviced by a pet attendant.
Described in a Washington Post article entitled Forgot Cargo, Your Pet Needs to Fly First Class as a bargain, the animal-only airline will also provide anxious owners with a tracking system on its website.
Mr Wiesel believes that a gap exists in the travel market for this type of service. He said: "Currently, most pets travelling by air are transported in the cargo hold and are handled as baggage."
Having drawn inspiration from the "frightening" travel experiences of their own dog Zoe, the couple decided to create a start-up that treated pets as passengers.
The international attention generated by the announcement of this service, which will launch on July 14th, even exceeded the company's internet service provider's expectations, as the level of interest crashed its website. The airline has attempted to meet the "overwhelming" curiosity in its flights via a regularly updated blog on its website, as well as a page on Facebook and the popular micro-blogging site Twitter.
Pet Airways is now taking reservations for its first flight and has capacity for around 50 animals. Mr Wiesel said: "Pets are like family members and they deserve better." The pampered pets will be treated to their own Pet Lounge at their airport of departure and once onboard are checked on every 15 minutes during the flight by the aircraft's attendant.
Having secured the eyes of the world on its services, the company has also announced its MyPaws Club, which provides members with discounts on partner services and products. Regardless of whether this start-up can turn this whirlwind of publicity in to something more tangible, Pet Airways has illustrated the power of the press.
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