Public Relations Agency NYC PR Firm

OBJECTIVE

5W was tasked with generating pre-event awareness of The 137th Annual Westminster Kennel Club Dog Show; doubling the amount of tickets sold; re-introducing the tradition of benching (a way of exhibiting a dog); increasing visibility of a newly added second venue away from the show's long legacy of exclusively taking place at Madison Square Garden; as well as effectively introducing Westminster's branded SmartPhone App.

STRATEGY

5W's robust PR campaign targeted national and regional media relations program, and fostered strategic partnerships and promotions. To secure top national coverage leading up to the event, 5W saturated media in the New York tri-state area and local markets nationwide with unique pitches that shared the stories of Dog Show entrants in order to drive broadcast viewership and show attendance.

Furthermore, we created consumer initiatives, including an opportunity to win exclusive access to WKC's "Best in Show" after-party. We leveraged partnerships with entities like Bloomingdale's, Madison Square Garden, and USA Network to ensure increased media exposure and strong brand representation. 5W also provided counsel on the creation of The Westminster Kennel Club's SmartPhone App and subsequently publicized it to drive downloads.

RESULTS

More than 1,841,036,785 media impressions were secured via features in broadcast, wire, print, and online media; 48,000 downloads of The Westminster Kennel Club's branded SmartPhone App in less than two weeks.

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