Ad of the Day | Hertz Brings Golden Retriever "Gold Squad" to Airports Nationwide

Aug. 28, 2025

As the busy Labor Day weekend approaches, Hertz, one of the world’s largest car rental companies, is seeking to comfort stressed travelers. With a mission to make travelers feel golden, Hertz is bringing its ‘Gold Squad’ – a team of highly trained Golden Retrievers – to select airports across the country. These friendly, furry ambassadors aim to bring comfort, calm and cuddles during peak travel times, ensuring all Hertz customers hit the road with a smile.

Kari Birdsall, Vice President, Operations Excellence at Hertz said:

“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.”

 

The Hertz ‘Gold Squad,’ including Cooper the Golden Retriever, made their debut at Dallas Fort Worth International Airport (DFW) last week, providing comfort to thousands of travelers. Now, they want to surprise travelers in additional cities like Chicago, San Diego and Atlanta, but before they head out, they’re inviting travelers to share their opinion on social to decide future stops. To make that final trek feel golden, the Hertz ‘Gold Squad’ are ready to greet travelers with wagging tails and warm smiles as they await their next destination.

The “Gold Squad” activation was created in partnership with Hertz’s AOR, Preacher.

Why It Matters:

A recent study from YouGov indicates 70% of Americans find booking a vacation stressful, with specific pain points including booking airport transfers and flights.

The rental car lot at an airport is often the last leg of a trip; and by the time travelers reach the counter, they’re often exhausted from a long day of traveling.

With over 17 million travelers braving the holiday weekend in 2024, this year is sure to bring even more of a frenzy to flying.

Select airports will host ‘Gold Squad’ visits, featuring exclusive giveaways and on-site support to help travelers enroll in Hertz’s free Hertz Gold Plus Rewards loyalty program, which makes future car rentals faster, easier and more rewarding. Members can enjoy exclusive rates when booking on Hertz.com or the Hertz app, skip the counter at select locations, and earn points redeemable for free rental days and more.

  

To bark your opinion for the ‘Gold Squad’s’ next location, travelers can comment on Hertz’s recent post. To travel along with the Hertz ‘Gold Squad’, follow Hertz on Instagram, X, Facebook and TikTok and learn more at hertz.com/goldsquad.

Rob Baird, Partner & CCO Preacher said:

“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.”