We were asked to develop a creative, multi-faceted PR campaign to support Vintage Inns as they aimed to encourage dog owners to bring their furry friend to the pub. The campaign was required to be fun and light hearted and address some of the concerns dog owners face when they take their puppy for a drink at the local.
We created a ‘Pups for Pubs’ campaign centred around the creation of a promotional video, a social media competition and a co-ordinated regional media sell in. Making the most of our extensive knowledge of the pet sector, we worked with influencer and Crufts winner Jodie Forbes to produce the video, which was shared on YouTube and Vintage Inns’ website and social media channels.
The campaign centred on the idea of a ‘pup landlord’ and we recruited Jodie’s dogs to take over a Vintage Inns pub for the day. The resulting video was published across Vintage Inns’ digital channels and paired with a competition to win ‘doggy bags’ – which were made up of products donated by some of our contacts in the pet industry including PitPat, ChuckIt! and Pet Teezer.
For the media sell in we instigated research among dog owners to find out about their experience of taking their pet pooches to the pub. It identified how dog owners were nervous about taking their furry friends inside and clearly showed that they seeked more clarity from pubs on whether they would be welcome or not.
The video content was shared widely on social media and was even picked up by local Vintage Inns sites and incorporated into their local social plans. To date, it has been viewed more than 1,500 times across YouTube, Twitter and Instagram and has gathered 41,000 views, 172 shares, 318 likes and 59 comments on Facebook.
The media release was covered extensively in the regional press by titles including the Loughborough Echo and the Chester Chronicle. On top of this, Yours magazine covered the story online while pet-specialist title K9 opted to use a Vintage Inn for a celebrity cover shoot on the back of our media outreach. In total, it reached a combined circulation of approximately 1.5million people.