Effectively Impacting the Consumer Through Digital Media

In the Tale of Tiger's Big Adventure at Tampa International Airport (TPA), several key elements were successfully demonstrated to highlight TPA’s exceptional customer service.  First the manager that used his lunch break to create the picture book of the lost tiger’s adventures shows that the employees care about their customers (Zink et al., (2016).  This emotional connection turned what was a devastating experience for the young child into an adventure for the tiger, which served as a way for the child to see the positive in this experience (Zink et al., (2016).  TPA used authentic storytelling on social media to demonstrate the initiative the employee took, they posted photos and updates on different social media sites (Zink et al., (2016).  They followed this up by responding to feedback with a casual tone that demonstrated they related to the audience and maintained personal engagement (Zink et al., (2016).  This case turned what could have been routine lost and found service into a viral story of exceptional customer service, where individual customers are important and it gave the TPA brand a tremendous boost, increasing brand loyalty and public’s perception of TPA (Zink et al., (2016).

This engaging, heartwarming story integrated the social and consumer experience by demonstrating the emotional, humanized connection between the boy and the airport employee.  Creating the picture book was an awesome way to soothe the child and distract him from the sense of loss and the anxiety caused by the experience (Zink et al., (2016).  This demonstrates even in a busy crowded airport that has thousands of different people using its services every day, TPA cares for each of its customers (Zink et al., (2016).  Streamlining customer service storytelling, putting it on various social media sites, the story became viral, this enabled real-time, two-way engagement between TPA and its audience.  Reinforcing its brand and core values with consistency across different channels (Lesniak, (2025)

The digital media followers were handled with an authentic, and highly engaged approach (Zink et al., (2016).  It turned this simple lost and found customer service experience into a viral storytelling success (Zink et al., (2016).  The airport shared the narrative and the picture book on social media.  It was authentic content that made the followers feel like they were a part of the tiger’s adventure.  The interaction between TPA and its followers fostered an engaged sense of community (Zink et al., (2016).  Which encouraged followers to post their own positive experiences and share this story on their own social media pages, building trust and engagement with its consumers (Zink et al., (2016).   

The Tiger’s Big Adventure story was an amazing success, creating an emotional connection which drove its viral engagement.   The only thing I can think of to improve this experience or make it more efficient, would be to use additional platforms, such as TikTok or Instagram.  I would also ensure that TPA compensated the manager that created the picture book and set up guidelines for employees to document exceptional customer service in the future.  This way it encourages employees to provide exceptional service, but at the same time everybody gets paid.

Tampa International Airport’s current website has all the normal flight information and accessibility information you would expect to find on the airline’s website.  It is available in fourteen different languages, also has category links to provide in depth information about flights and airlines, parking and maps, shopping and restaurants, and an informational link to learn about Tampa International Airport.  This section includes weekly news stories about public art, sustainability and weather safety.

Judging by the number of followers for Tampa International Airport, it seems they effectively use social media to engage consumers, 2.09k subscribers on YouTube, Instagram 114k, Facebook 183k, LinkedIn 28k, X(Twitter) 118.4k.  Tampa International Airport does have a mobile app “TPA Tips”.  This app is designed to prevent crime, allows consumers to submit tips, request information and file e-theft reports.  This improves convenience and makes their trip more efficient.