Brief
Woofstock is an award-winning weekend dog festival based in Devon, with live music, expert talks, live demonstrations, fun dog shows, glamping, and barking-brilliant fun all in one place.
spottydog was briefed by Woofstock’s founders to drive brand awareness of the event to encourage ticket purchase. We set specific KPIs around this three-month campaign:
- 15 pieces of media coverage
- PR reach in excess of one million
Action
spottydog has a wide network of strong contacts spanning specialist pet press and podcasters, as well as with national and regional titles. This includes journalists who trust spottydog to support them in creating valuable content that resonates with their target audience.
We worked with Woofstock founders Heather and Carol to arrange exclusive interviews with key media titles and podcasts. We also allocated a certain number of tickets for reader competitions, encouraging increased engagement from dog lovers across the UK.
Central to our media relations was partnering with the UK’s number one dog magazine, Your Dog, to secure print editorial and free adverts, as well as blog content, social media ticket giveaways, exclusive discounts, and newsletter banners. This ensured that we could reach their core audience of devoted dog lovers across multiple platforms. The magazine also had a dedicated ‘reading corner’ at Woofstock and provided magazines for the event goodie bags.
Result
We secured coverage in a range of online and print publications, across national, pet specialist, and regional titles. spottydog exceed all KPIs:
- 17 pieces of media coverage, including features in Daily Star, Daily Mirror, Devon Life, Puppy Post, Your Dog, and Companion Life
- PR reach in excess of 124,000,000
By enlisting the support of Your Dog Magazine as an official sponsor, this also added to the credibility of the event.
The spottydog team was also proud to offer a helping hand welcoming guests to the three-day event. Founder Heather said: “Thank you so much for all your support, smiles, humour and love over the weekend at Woofstock. We could not have done it without you all — that is a fact.”
Woofstock was an irrefutable success and received a large turnout of engaged dog owners, with the founders already looking ahead to next year’s barking-brilliant event.
Devon Live coverage:
Daily Star coverage:
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