PetSafe: International press office

Client: PetSafe international

The brief

To raise the awareness of PetSafe in key international markets; UK, France, Canada, Australia, Asia and Japan in both consumer and trade media

Objectives

  • Timely launch of key products across markets
  • Inclusion of products in key media features
  • Drive awareness around annual initiatives including Hydration Month

Activity

Overarching PR strategy set in the UK and then adapted, localised and delivered working with our partners on the ground across the globe. Hattrick co-ordinated all activity working closely with local PetSafe marketing teams with the programme delivered though a series of different tactics including TV, radio, trade features, charity donations, third party link-ups, blogs, articles, competitions.

Result

  • On average, 150+ pieces of coverage achieved each year
  • Highlights:
    • 200 UK consumer articles on PetSafe survey release on pet hydration – combined circulation of 180 million
    • Product give-away on the Merilyn Denis show in Canada – 750,000 viewers
    • Feature on Busy Buddy dog toys on France 2 – 730,000 listeners/hour
    • 34 pieces of coverage in Australia PetSafe hydration survey release including nationals and radio interviews reaching over 2.2 million people

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