What was done successfully to meet the wants and needs of the target audience?

Tampa International Airport (TPA) went above and beyond by transforming a simple lost-and-found moment into an unforgettable story, which truly touches my heart working in the hospitality industry. When a young boy left behind his stuffed tiger “Hobbes,” the airport staff didn’t just return the toy, they created a photo story of Hobbes’ big adventure around the airport. This imaginative act catered to the emotional needs of both the child and his family while delighting a much broader audience with Hobbes’ story. The campaign connected deeply with parents, travelers, and anyone who’s ever had a sentimental attachment to a toy or object.

How was the social and consumer experience addressed? Was this done successfully?

TPA turned a routine situation into a magical and highly shareable moment with not only the family but anyone who read this story. By sharing Hobbes’ journey on social media, the airport crafted a feel-good story that humanized their brand and demonstrated genuine care for their customers. This is something I can personally relate to working in hospitality. Small gestures like this can leave a lifelong impression that makes people loyal to your brand and more likely to tell more people about the experience. In hotels, we often come across left-behind items and returning them thoughtfully or even writing a short note for a child can build emotional loyalty to our hotel. This campaign reminded me how powerful storytelling and empathy can be in our line of work.

How were the digital media followers handled?

The social media team at TPA handled their audience with warmth and responsiveness. The original post drew thousands of reactions, shares, and heartfelt comments. They maintained engagement by replying to messages in a personal tone and showing appreciation for the community’s support. They were able to not have it feel corporate but feel like a friend sharing a story. As someone who also manages digital guest interactions, I admired how they continued momentum and kept the tone consistent with the brand’s friendly personality.

Is there something that could have been done differently to make that experience more efficient? Why, or why not?

The campaign was creative and executed beautifully. One thing that might have added efficiency and reach would be sharing the story across multiple platforms in real time such as Instagram Stories or TikTok content could have extended their audience further. But even without that, their Facebook post alone created viral impact. It wasn’t about speed but about heart, and that was achieved flawlessly.

Current website, social media, or mobile site review and effectiveness:

TPA’s digital presence continues to be user-focused and community-oriented. Their website is clean and informative, and their social media accounts highlight positive traveler stories, updates, and tips in a friendly and welcoming voice. They prioritize accessibility and customer care, much like we do in hospitality. This consistency helps maintain a trustworthy and inviting image.

How are ethical engagements in social media helping with effectiveness?

The campaign was ethical and respectful as nothing felt exploitative or overly promotional. TPA clearly had the family’s permission and kept the focus on kindness and creativity. In hospitality, we always aim to treat guest stories with respect, and TPA modeled this beautifully. Ethical social media builds credibility and long-term trust which are both critical for public service industries like airports and hotels.

How does the mobile app meet consumer needs?

TPA’s mobile app focuses on real-time information such as flight status, parking, and terminal navigation which are key features for today’s travelers. While the app wasn’t vital to the Hobbes story, it supports a seamless travel experience. That’s something we often talk about in the hotel world: anticipating guest needs before they have to ask. Their app, much like our digital check-in systems, enhances ease and peace of mind for their travelers.