American Airlines

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American Airlines / Assistance Dogs Australia - EmBark Program

In an Australian first, American Airlines launches emBark, a first-of-its-kind program at Sydney International Airport highlighting the life-transforming impact of our Assistance Dogs Australia. Travellers are able to experience a small dose of the life-transforming work of Assistance Dogs Australia twice-weekly while checking in for their flights.  


  • Worked with senior leaders across AA and ADA to effectively engage with a complex stakeholder group including federal government agencies
  • Developed and managed change, communications and stakeholder engagement plans for the launch
  • Lifted leaders capacity and capability across airport management to lead and champion change
  • Prepared a scalable approach for other regions 


  • Set leaders up for success with challenging stakeholders and launching in a cost-prohibitive environment
  • Realised satisfaction scores over 96% of customers surveyed felt less anxious
  • Launch program campaign reach > 14 million
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