The average dog walk lasts 1 hour 16 minutes, according to new Royal Kennel Club Census data from nearly 20,000 UK dog owners. Ahead of Crufts, we turned those findings into a story for The Royal Kennel Club, showing that dogs doing agility get more exercise and are far more likely to be described as well trained. We put the club's head of health and breeding on air across a radio day of interviews, making the case for agility as an engaging alternative to routine walks that gives dogs exercise, mental stimulation and confidence. The broadcast PR campaign secured 8 items of radio coverage reaching 988,000 people, including BBC Radio Berkshire and BBC Radio Oxford.
8Items of coverage
988kCombined reach
55m 42sTime on air
Listen
BBC Radio Berkshire · 7m 00s
0:00 / 7m 00s
The story
The Royal Kennel Club, Crufts
The aim
The Royal Kennel Club wanted to position itself as a trusted voice in dog health, welfare and training.
The message
Agility is one of the UK's fastest-growing canine activities, giving dogs exercise, mental stimulation and confidence, and offering owners an engaging alternative to routine walks.
The angle
New Royal Kennel Club Census data from nearly 20,000 UK dog owners, released ahead of Crufts, found the average dog walk lasts 1 hour 16 minutes, and that dogs doing agility get more exercise and are far more likely to be described as well trained.
On air
The head of health and breeding at The Royal Kennel Club
The result
8 items of coverage reaching 988k, including BBC Radio Berkshire, BBC Radio Oxford.
About Crufts
Crufts is the world's largest dog show, run by The Royal Kennel Club at the NEC in Birmingham every March since the 1990s. It was founded by Charles Cruft in 1891 and brings together pedigree showing, agility, training and rescue dogs over four days. It gives producers a reason to cover the subject, and brands with a credible spokesperson a way onto radio and TV.
Planning Crufts for 2027?
Crufts usually takes place in early March at the NEC in Birmingham. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.
