Who: Pet Valu, with Arrivals + Departures for strategy and creative; Digital Journal Group for guide content; and True Media for media.
What: Let’s Go Outside, a travel guide for those who want to take their pets with them while travelling across Canada. It’s being supported by an ad campaign.
When & Where: A digital version of Let’s Go Outside is available online now, with a limited number of hard copies available in a contest running through the end of the month. Advertising includes online video, DOOH and point-of-sale, along with PR and TV talk show appearances by Pet Valu experts.
Why: In late 2021, Pet Valu launched its “Love Lives Here” brand platform, which recognizes that their core target is pet parents who treat their pets like members of their family. This campaign is about making it easier for those people to take family vacations with their pets.
“Pet Valu understands the unconditional relationships pet lovers have with their pets and we’re committed to supporting and growing that relationship,” said Idan Driman, Pet Valu’s vice-president of marketing, in a release. “As many pet lovers are looking for pet-first travel experiences, not just pet-friendly options, we asked our 600+ animal care experts across Canada to share their favourite destinations or local places to go with their pets and their recommendations to make the experience fun, easy and safe.”
How: The guide includes suggestions for pet-friendly hotels, restaurants, and shops, as well as campsites, parks and outdoor adventure options across Canada. Pet Value’s animal care experts also provide tips and product suggestions to make trips with pets easier.
“Pet Valu wanted to be an enabler for pets and devoted pet lovers to create more memorable moments together,” said Jeff MacEachern, CCO at Arrivals + Departures. “As people become more comfortable and eager to travel, [there’s an] opportunity to assist them with getting out and enjoying the world around them. Pet Valu knows that their audience appreciates just how much their pets enrich every experience shared together, such as travel.”
While the guide is available to anyone online, a social media contest running until the end of the month gives consumers a chance to win one of 10 hard copy books (complete with a chew-proof cover), along with a $100 gift card.
And we quote: “As travelling with pets presents an opportunity to experience adventures together that deepen the bond between pets and pet lovers, we’re very excited to launch Let’s Go Outside. We hope it inspires pet lovers across Canada to pack up their pets and head out on a memorable trip.” —Idan Driman, vice-president of marketing, Pet Valu