National Rabbit Week: making bunnies newsworthy
With the UK pet rabbit population nearing two million, Blue Zebra was tasked with highlighting the growing phenomenon of rabbit ownership, educating owners on correct feeding and positioning Burgess Excel as a leading authority on the subject.
An intensive media relations campaign, supported by direct to consumer activity and culminating in the Bradford Excel Small Animal Show, provided the solution to the challenge. Engaging with stakeholders resulted in 700 vet practices providing ‘Healthy Hopper’ MOTs for 10,000 rabbits and 250 pet shops participating in the campaign. We also garnered endorsement from the rabbit welfare charities and signed up celebrity rabbit lover, Ingrid Tarrant.
Relentless pitching to the media achieved 143 pieces of coverage with a reach of 45 million. National coverage was generated in The Daily Telegraph, Daily Express and The People, while broadcast highlights included Blue Peter, The New Paul O’Grady Show, CBBC, Chris Evans Drivetime and Wake Up To Wogan.
In addition to the upsurge in rabbits visiting vet practices, and extensive media coverage, the Small Animal Show enjoyed a 30 per cent increase in entries and 20 per cent more visitors.
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