Ottawa Pet Expo | Caneast Shows – show guide book, digital and traditional marketing and design support
Karma has worked with Ottawa Pet Expo since it’s inception in 2012. Originally hired for our Public Relations services, over the years we have grown to encompass our complete Multimedia Marketing Toolkit!
In 2012 we started with Public Relations. For our fuzzy friends, we combined the existing database of Expo exhibitors, and the television’s natural love of animals, to secure significant exposure through local television outlets. From cookies to kibble, leashes and canine fashion, the week leading up to the Expo featured a wide array of pet themed content on morning television.
In 2012, we had the City of Ottawa declare a “week” devoted to the care and stewardship of animals. This allowed us to invite both the mayor and deputy mayor to attend the Expo, and provided some great content for a Press Release. We were delighted to host Mayor Jim Watson, as he read the proclamation at the Ottawa. Pet Expo.
Our Public Relations campaign for the 2013 Pet Expo garnered numerous media mentions across radio, television and print media, and equally important promoted The Ottawa Pet Expo as the animal loving folks they are!
In 2013 we also went a step further with government involvement for this project. A happy by-product of an original plan to have pets allowed on the OCTranspo bus for the weekend of the Expo – our “pet”ition was created to rally all local pet owners into changing the city by-laws regarding pets on public transit. This petition created newsworthy content, placing the issue on the six o’clock news across all local channels, as well as significant coverage on the radio, as a topic for debate and discussion.
In 2014 Karma responsibilities grew, to handling the Public Relations, Social Media AND Website for this awesomely fun event, held in November. Karma was a Facebook powerhouse, reaching tens of thousands of pet owners, creating the “Walkies* series giveaway, and even the creation of 2 new personas – Kali – The Social Media Mutt – and Vera – The Twitter Tabby.
Using a go-pro camera, mounted to her collar, Kali, our newly promoted camera-dog, took a tour of the Ottawa Pet Expo. Some quick editing to remove some of the more “intimate” shots… and we had a video up that evening on Facebook, allowing people to see the excitement of the show, from their pet’s point of view, boosting attendance for day two of the Expo!
For this project, we also leveraged a pet-owner’s love of their animals, and created the “Pet Exposure Video Content”, hosted through Offerpop. This contest increased the fan base of the Ottawa Pet Expo facebook page, and increased engagement significantly. It also provided some fantastically shareable footage of some truly remarkable pets!
In 2015 Karma introduced two very popular initiatives for Ottawa Pet Expo. The #PetExpoArmy was led by Kali the #SocialMediaMutt and Vera, the #TwitterTabby. These Doggy Ambassadors could be seen all over town, sporting their pet expo bandannas, spreading the news and free tickets!
Equally popular, our Top Model Search was a Facebook success with hundreds of entries, and resulting in 6 chosen stars to be featuring in all traditional and online advertising! Meeeow! Our outreach resulted in over 1000 entries, of adorable faces!
Also in 2015, the brand new Karma built www.ottawapetexpo.ca website hosted all the fun, as well as the newly written blog, online ticket sales and extensive show information for both attendees and exhibitors. The new website features Karma’s web design skills, photography, and videography. This improved web experience has increased online ticket purchases, and made it easy for an Exhibitor to sign up!