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BRIEF
Now in its third year, ‘Get Set for Summer’ is a campaign of in store workshops and activities to drive footfall to Pets at Home stores over summer. The objective is to position PAH stores as exciting and educational at any time, but especially during ‘Get Set For Summer.’ |
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RESPONSE
As the UK’s leading pet care retailer, Pets at Home is ideally placed to be the responsible voice of the pet industry and play a key part in the education of the next generation of potential pet owners. |
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ACTIVITY
An intense media relations campaign which involved placing competitions in key regional newspapers to pre-publicise the workshops, holding a radio day with an expert from Pets at Home who was able to speak knowledgably on the subject of responsible pet ownership and, finally, store by store photo-calls for each different workshop. |
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RESULT
Over a period of six weeks, over 130 pieces of print coverage were achieved in key local and regional newspapers, as well as 113 pieces of radio coverage and five pieces of website coverage. This resulted in a total advertising value equivalent (AVE) of £161,191.50 and a PR value of £483,574.50. |
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