Traveling can be stressful, especially for families with little ones in tow. Between juggling tickets, security lines, and the endless stream of “Are we there yet?” moments, the last thing parents want is to deal with a lost beloved toy. Yet sometimes those small crises are exactly what reveal the heart of a company’s customer service. This digital media example comes from Tampa International Airport, where a child’s lost stuffed tiger sparked a heartwarming story that not only reunited a toy with its owner but also showcased the airport’s commitment to care, creativity, and connection.
The digital media example I am choosing to focus on is titled Tale of Tiger’s Big Adventure: Customer Service. Based on the story of the tiger left at the airport by a little boy, I’d say Tampa International Airport hit their target audience successfully, primarily families, by prioritizing what matters most to customers: care, empathy, and going the extra mile. Saving the tiger was already a win, but choosing to write a story about its “adventures” transformed a simple act of kindness into a memorable, shareable moment. Not only did this make the child happy, but it reassured the parents that their child’s needs were accommodated during a vulnerable moment.
This effort shows that Tampa International Airport is committed to more than just logistics; they’re willing to go out of their way to ensure their customers feel cared for. The family avoided a potentially stressful and disappointing situation, and instead walked away with an uplifting memory. By sharing the story, the airport sent a clear message that travelers’ belongings, and, by extension, their experiences, can be trusted in their hands. This kind of story especially resonates with families, since traveling with children often means dealing with lost items or unexpected challenges.
From a marketing standpoint, the decision to post the story on social media was brilliant. It extended the impact far beyond the family involved, showcasing Tampa International Airport’s values to a national audience. Not only did the story highlight their commitment to service, but it also built emotional connection and brand loyalty, two things you can’t buy with traditional advertising.
I think the story was executed very well, but one thing to consider is balance. If a company only shares flawless, feel-good stories, it can sometimes come across as trying too hard or presenting itself as “perfect.” Audiences tend to trust organizations more when they acknowledge that there’s always room to grow. By being open to feedback and continually striving to improve, Tampa International Airport can strengthen their authenticity while still celebrating the moments where they shine.
The “Tale of Tiger’s Big Adventure” perfectly illustrates how Tampa International Airport (TPA) uses small acts of kindness to create big waves of customer loyalty. Saving a child’s lost toy and turning it into a shareable adventure showed families that the airport values care, empathy, and creativity as much as efficiency. By extending the story to social media, TPA transformed a one-time interaction into a memorable, heartwarming example of customer service at its best.
Looking at what the company is doing now, TPA continues to reinforce these values across its website and social media:
- Website: TPA’s site is designed to reduce stress for travelers. Key features like live flight status, pre-booking parking, and detailed guides for arriving or international passengers show their priority is clear, accessible information. They even encourage tools like Mobile Passport Control, which streamlines the customs process, reflecting their commitment to convenience.
- Social Media: TPA’s online presence is personable, witty, and approachable. Their social media team balances fun posts (memes, traveler moments, community highlights) with serious updates when necessary. Importantly, they publish social media guidelines that outline fair engagement and moderation standards. This transparency shows ethical responsibility—travelers know the “rules of engagement,” which helps build trust. Their willingness to respond directly to user comments and spotlight personal traveler stories also strengthens authenticity and connection.
From a marketing perspective, these digital practices extend the same ethos of care demonstrated in the tiger story. Ethical engagement on social media, being transparent, responsive, and human, amplifies their effectiveness by creating trust and emotional loyalty that traditional advertising cannot buy.
That said, balance remains important. While feel-good stories and polished social media content help elevate the brand, TPA can strengthen authenticity by also showing how they respond to challenges or feedback. Owning those moments would complement the shine of stories like Tiger’s adventure and show they’re committed to continuous growth.
In the end, Tampa International Airport’s mix of kindness, digital savvy, and ethical engagement builds a brand identity that travelers can trust. Whether through a rescued stuffed animal or clear online resources, their message is consistent: people come first.
-JellyBean
This post was written as part of my coursework for Social Media and Marketing Com.
References
Shorty Awards. (n.d.). Tale of Tiger’s Big Adventure Highlights Airport’s Commitment to Customer Service. Retrieved September 20, 2025, from https://shortyawards.com/8th/boy-leaves-stuffed-tiger-at-tpa-returns-to-a-tale-of-tigers-big-adventure-see-more-at-httpww
Tampa International Airport. (n.d.). Homepage. Retrieved September 20, 2025, from https://www.tampaairport.com/
Tampa International Airport. (n.d.). Tampa International Airport-FlyTPA [Facebook profile]. Retrieved September 20, 2025, from https://www.facebook.com/FlyTPA
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