https://shortyawards.com/8th/boy-leaves-stuffed-tiger-at-tpa-returns-to-a-tale-of-tigers-big-adventure-see-more-at-httpww: 1/30/24

This story covers the tale of a stuffed tiger that was lost at an airport. An employee took it upon themselves to go above and beyond, tracking the stuffed tiger’s adventures in a montage of pictures. This is an example of great marketing that had an unintentional start. Micro communities are small groups of individual communities within a larger community. This story hits multiple micro communities, including but not limited to parents of small children, stuffed tiger lovers, and those searching for human connection through travel. To identify if they effectively cover their target audience it is important to look at their brand identity and values. Tampa International Airport boasts five reasons why customers should choose them on their website. These are: “short walking distances to gates, quick security wait times, friendly staff, modern shops and restaurants, [and being] consistently ranked by travelers as Florida’s best airport” (Why Tampa International airport?). Friendly staff is the value that is being displayed by this article. The social and customer experience is being displayed through the visual story of the tiger. In addition to this the pictures of the boy and his tiger show his experience of customer service. Digital media followers have the option to share this article and the attaching video, allowing it to go viral. Although this was very successful, the picture of the little boy with his tiger, which should be the most impactful, is the least impactful.

The image is shaky, and taken from slightly too far back to accurately see the boy’s expression upon seeing the book. This takes away from the impact of his happiness at receiving the book of pictures. A close up image of him with the book would have been ideal to capture the human element in the moment. Despite the lack of impact of that singular photo, the rest of the collection captures the human element well. It gives insight into the kindness of their staff members, and catches attention. Overall this was successful marketing by Tampa International Airport. 

“Why Tampa International Airport?” Tampa International Airport, http://www.tampaairport.com/FlytoFlorida. Accessed 30 Jan. 2024.