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CASE STUDY: Brittany Ferries - Pets Abroad

Provided by Daily Mail (Associated Newspapers)
Brittany Ferries used Daily Mail's Weekend Magazine to communicate to its readers the legal requirements in taking pets abroad.

What was the Challenge / Background of the Campaign?

With the advent of Department for the Environments, Food and Rural Affairs' (DEFRA) Pet Travel Scheme, Brittany Ferries have seen a significant rise in the number of passengers wishing to travel to the continent with their pets. To gain a pet passport the scheme requires all innoculation to take place 7 months prior to travel. Brittany Ferries found that many of their customers were failing to comply with this and felt they needed to communicate this essential message to their potential customers. The problem was brought to the Daily Mail team and an advertorial was created

What was the Campaign Objective?

To turn an essentially dry subject area into an engaging, educative message that would encourage more business for Brittany Ferries from their customers and their furry loved ones!

What was the Solution?

The Daily Mail team chose to use a whole advertorial in Weekend Magazine to communicate the legal requirements of DEFRA and to invite readers to participate in an online pet photo gallery by posting pictures of their pets on holiday on the dedicated website. Readers were encouraged to vote for their favourite photos and the winning pet was given the chance to take a holiday abroad with their owner.

What were the Results?

Over 100 photos of Daily Mails readers' pets were posted online, plus over 4,000 visitors to the site. Over 1,500 visitors voted online for their favourite photo.

What were the Key Learnings of this Campaign?

The campaign was a PR success for Brittany Ferries - The Pet Friendly Travel Provider and a campaign success story for the Daily Mail. The campaign was a Daily Mail first with a facility for readers to upload user generated content and download the guide from a recogised and trusted environment. Reader were directed to the website via the newpapers and had significant presence online.

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BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsCirculation of nearly 3.2million.
35 - 44
45 - 54
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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