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 Wellness
Warner Communications embarked on an educational awareness campaign for long-standing client Wellness Natural Food and Snacks for Pets - a proud member of the WellPet family of brands renowned for delivering lifelong, natural nutrition for pets – guaranteed. Our mission? To publicize the results of a national consumer survey conducted for Wellness by renowned pollster Harris; encouraging pet parents to read the labels on their pets’ food labels and ultimately empowering them to make the best choice when feeding their dogs or cats. Now think of the hustle and bustle of Times Square in New York City. It’s an iconic world landmark - one of the most easily recognizable places on the planet - defined by colorful, animated, digital billboards and millions of people from around the globe traversing its sidewalks every day. It’s hard to imagine a more ideal, yet expensive, spot in which to gain brand visibility.
Key to the successful launch of the campaign to a mass audience was the distribution of a press release via PR Newswire accompanied by a custom photo. An illustrative shot of a bespectacled dog reading the ingredient label on his bag of Wellness food was featured on the “larger than life” Reuter’s Board in Times Square eight times over the course of three days. With this location attracting over 1.5 million visitors a day, (and other global brands spending millions to advertise in the same place), the exposure was priceless.
As further testament to the power of the “picture”, Warner has gone on to garner even greater exposure for the Wellness survey awareness campaign - emanating from Times Square and its environs in New York City and beyond - with appearances on nationwide broadcasts of The Today Show and The Early Show, as well as local NBC, ABC and CBS affiliate morning news shows in Philadelphia, Atlanta, and Tampa, and coverage in The New York Post, The Santa Barbara (CA) Daily Sound, Boston.com, Family Magazine, About.com, LOHAS Journal, Petfood Industry, Philly.com, The Doggie Chronicles and The Boston Globe.
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