A fantastic advertising and promotional campaign will be implemented to raise interest in the SNAC. All media will be used and partnership agreements have already been signed. The overall budget for the marketing campaign will be close to $340,000.
A) Advertising
A campaign focused solely on the event itself will run through October and November 2010. In terms of strategy, considering that this is a one-off event in a given market and not a brand, we have opted for frequency rather than length, as we want to saturate the airwaves. Accordingly, we will focus out advertising efforts over a very short period.
1) Television
Ads for the SNAC will be broadcast on the French-language TVA network for 8 days prior to the Montreal and Quebec City shows. Also, a series of interviews will be given on all French-language and English-language networks.
2) Print media
The Journal de Montréal and the Journal de Québec will be used for SNAC print advertising for 14 days (7 in Montreal and 7 in Quebec City).
3) Web
The main pet-related websites will also be used.
B) Promotion
In parallel to the advertising efforts, a promotion will be held during the event. Although the conditions have not yet been established, it will offer numerous prizes to be won such as trips, cars, cellphones, free vet fees, pet food, accessories, etc. This promotion will be mainly advertised on the radio and in print media.