Highlighting facilities to a niche market

for Stena Line Summer 2008

bgb worked with Dr Mugford - the UK's leading animal behavourist - to research the effects of leaving pets at home whilst on holiday, and create a guide and tips to taking your pet on holiday with you. Dr Mugord's research confirmed that animals can suffer from "separation anxiety" when left in boarding kennels without their owners, and Stena Line's tips outlined a best practice way to transport your pets to Europe, in view of the stress caused to them otherwise.

In order to give the story extra impact, bgb worked with a local Harwich dog charity to secure two dogs who featured in a photoshoot at the port one morning, posing with Stena Line brochures in the mouths and with the ferry in the background as it came in from Holland.

During the period spend in Essex for the photoshoot, bgb visited local print and broadcast media, tipping them off on the quirky project. bgb then sent out the story and images from the dog-themed photo call the following week, securing everything from brief mentions to double-page articles in a range of media from thelondonpaper to the Essex Chronicle and a selection of pet publications