CRUFTS

Maximise ticket sales for the popular dog show

Assignment

Crufts is the biggest event held by The Kennel Club and delivers a large proportion of the charity’s income.

Although it’s very well known, each year the charity has to raise awareness and galvanise interest to generate the high volumes of ticket sales required.

Action

We’ve worked on making sure Crufts is packed for more than 20 years.

Each year we create a high impact campaign on a tight budget, so no ‘barking up the wrong tree’ is allowed.

We’ve established clear evidence OOH is a strong performer for Crufts, using premium locations in high footfall areas.

Alongside this we use regional radio and specialist press, reaching those most likely to go to the event.

Using real time ticket sales data, we monitor the performance of the campaign and deploy contingency to maximise attendance.

Judgement

Year on year we have continually exceeded ticket sales targets.

This year we helped the Kennel Club increase sales by 3% YoY.

And since we started working with the charity, visitors to Crufts is now 41% higher.