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My team and I were hired by Procter and Gamble in October 2011 to develop all the local (Orlando/Florida) public relations for the 11th Annual AKC/Eukanuba National Championship, which main events took place on Dec. 16 and 17.
Orlando last hosted the AKC/Eukanuba National Championship in 2002. The event has also been hosted in Tampa and Long Beach, Calif.
The show took 600,000 square feet of event space in the West Building of the Orange County Convention Center. HUGE
This is more than your average dog show; This is an all encompassing dog event. “The Super Bowl of Dog Shows,” as we described it to reporters.
We had barely two months to execute our strategies with the main goal being to ensure a high attendance for the daytime events. Night time judging tickets were sold out weeks before the show.
I just finished compiling our results report and our total number of impressions across internet, broadcast, and print was 16,109,238. The door during the day was not as high as Eukanuba would have liked so we are addressing how to remedy this issue.
All but one of the local tv stations covered the event, most of them throughout the weekend.
This was our first year working for Procter and Gamble and have heard positive things from our client. I hope to work on this event in years to come!
I’ve added some clips we landed in local media publications.