The markettiers team returned to Crufts this year to support two awareness campaigns from Bayer Animal Health – Be Lungworm Aware and The Inseparables.
Be Lungworm Aware:
We were in situ on the Be Lungworm Aware stand to capture content with a number of campaign ambassadors including TV presenter and previous Lungworm awareness campaign supporter Tess Daly, style vlogger and dog lover Fleur de Force, TV vet Luke Gamble and Editor of Your Dog magazine Sarah Wright.
To drive interest in advance of the event we hosted Luke Gamble in studio alerting dog owners to the increased potential dangers of lungworm with the rise in snail and slug numbers owing to the wetter weather, supported by regional Met Office data. This was further supported with data gathered via the lungworm mapping tool developed to help track the instances of the disease.
On location at the NEC, our video production team produced a cut news package, editing same day to maximise news coverage with highlights including The Telegraph leading with the video as part of their “Day 1 round up of Crufts”.
From a broadcast interview perspective, opportunities for Tess were secured with outlets including Unique Broadcasting, which syndicates news content to > 60 commercial stations, BBC Radio Cornwall (where lungworm was first reported in the UK) and BBC Radio Wales. Time with Tess was also maximised through the production of a case study video with her about the loss of her dog Sam, mirroring the style of the Be Lungworm Aware television adverts airing at the time. Further coverage opportunities with Fleur, Sarah and Luke included interviews with BBC Shropshire, BBC Humberside and Radio Yorkshire alongside audio feature packages from which we secured 60 further items of coverage.
Day 2 of Crufts, saw us return with TV personality Mark Wright and Britain’s Got Talent 2012 winners Ashleigh & Pudsey. These campaign ambassadors were the cornerstone for our cut news package for The Inseparables, alongside shots of the main arena and the involvement of myriad dogs. Over twenty pieces of online coverage were secured across lifestyle and pet owner sites including Dogs Today Magazine, Liverpool Echo, Mums Mag and Wales Online.
Crufts 2016 RESULTS
The various formats of audio and video content produced across the two campaigns alongside the live OB led to in excess of 150 broadcast opportunities secured.