Project Description

Project Brief

Secure media coverage ahead of and during the event to drive ticket sales.

Client Says

We cannot speak highly enough about the service we received from jwc. They managed our entire communications strategy for consumer and trade across print, digital and social media resulting in increased ticket sales on the previous year.

Carly Jackson, Operations Director, The Pet Show.

A selection of coverage from the campaign


The Pet Show is a family event which runs annually at Stoneleigh Park, Warwickshire, with a packed timetable of live displays and interactive features which run across two days.

jwc were hired in the show’s second year to raise local and national awareness amongst pet lovers and families that dogs were welcome at the show and to drive ticket sales ahead of the event.

Strategy And Tactics

We used a mix of traditional print media, social media, online outlets and broadcast secured over 100 print and online articles as well as extensive broadcast coverage.

Highlights included having local BBC radio stage a live treasure hunt at the event and working with TV vet Marc Abraham to generate national newspaper coverage promoting the event as an animal friendly festival.

We also ran social media campaigns targeting families and animal lovers which brought over 2,000 likes to their Facebook page.


Visitor numbers were up 25% on the previous year.

Coverage: over 100 articles on and offline, including Sunday People, Daily Mirror, The Sun, Huffington Post.

Over two hours’ airtime across BBC West Midlands and local commercial radio stations. We also scripted a campaign of radio ads.

Social Media: Facebook page saw an increase of over 2,000 likes.