Ads Intended to Encourage Registration Via Awareness of AKC Programs
New York, NY - The American Kennel Club (AKC) is unveiling its second round of national print advertisements in the September issues of Better Homes & Gardens, More, Ladies Home Journal, Parenting, Country Living, and O, The Oprah Magazine. The three new print ads represent the second phase of the brand awareness campaign, which initially launched in 2002 with both national print and television ads.
Created by Doner of Southfield, Michigan, the ads are intended to build awareness among purebred dog owners that by registering their dogs they are supporting the AKC’s many programs and services, which help dogs and dog lovers alike. The three print ads – featuring bright, saturated color and depicting lively interaction between dog and owner – highlight the following initiatives:
- AKC Companion Animal Recovery – AKC-CAR is dedicated to providing lifetime recovery services for microchipped, tattooed and tagged pets. To date they have reunited over 200,000 lost pets with their owners. The ad spotlighting AKC-CAR features a young girl lovingly hugging a Labrador Retriever with the headline, “Lost. Found. Overjoyed.”
- AKC Canine Health Foundation – A charitable organization that raises funds for health research to benefit all dogs. The visual is a happy, healthy Golden Retriever running on a shoreline. The headline, “Sick. Healthy. Happy” refers to the body copy, which explains that the AKC donates a million dollars each year to help all dogs live healthier lives.
- AKC Scholarship Program – The third ad features a very young boy walking alongside a tall Irish Wolfhound. The headline reads, “Your child. His dog. College degree.” The text explains that the AKC gives over $150,000 in scholarships annually to students involved in the sport of purebred dogs.
Subsequent versions of the print ads are under consideration for 2005. The AKC also continues to run TV spots (originally developed for the 2002 launch campaign) during televised dog shows such as its own AKC/Eukanuba National Championship and the Eukanuba Tournament of Champions, both on Animal Planet.