Top Dog Destination PR
We created a campaign for VisitScotland to promote Scotland as a dream dog-friendly visitor and a short-break destination for the whole family.
What was our approach?+
We negotiated a high impact partnership with ferry company, Stena Line, joining forces on a creative campaign to find ‘Northern Ireland’s Top Dog’ or the one most deserving of a dream doggie holiday in Scotland.
Featuring strong research on our nation’s love of pets, and honing in on the individual stories of our pooch finalists, a highly engaging PR competition campaign drove massive media and social engagement with the central message that all dogs (and their families) should go to Scotland for a short-break or holiday!
What was the impact?+
A universally popular and highly targeted campaign resulted in blanket coverage with every daily newspaper, online and TV or radio station in the region featuring the campaign over a six month period, delivering a total of 34 million Worldwide Opportunities to See and enhanced social engagement across all digital channels.
Most importantly, the PR results drove significant increases in pet-related enquires and bookings for both VisitScotland and Stena Line.
The campaign was a finalist in the ‘Low Budget’ category in the Chartered Institute of PR PRide Awards 2016.