Case Study
National Labrador Day ahead of Goodwoof
- Service
- Photography
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The Project
National Labrador Day ahead of Goodwoof
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Service
Photography
The Brief
The PR team for the Goodwood estate, who we work with on a regular basis to photograph a number of their annual events, reached out with an idea to generate excitement ahead of Goodwoof, ‘A grand celebration of all things dog’, which will take place Saturday 18 & Sunday 19 May in West Sussex. They had identified that Monday January 8 was national Labrador day, and wanted coverage to land on this date due to the fact the Labrador would be the celebrated breed at this year’s event.
EMBARGOED TO 0001 MONDAY JANUARY 8 EDITORIAL USE ONLY Dylan the Labrador in Foster + Partners’ Dome-Home kennel from the 2023 Barkitecture competition at Goodwoof. Issue date: Monday January 8, 2024. PA Photo. The Labrador will be the celebrated breed at Goodwood’s newest event, Goodwoof, which takes place Saturday 18 & Sunday 19 May in West Sussex.Photo: Matt Alexander / PA12 Dec 2023
The Solution
We worked with the client to develop their image concept - a Labrador / committee of Labradors helping the team to prepare for Goodwoof, with imagery around the Estate to include the dogs inspecting the grounds and trying on different leads and collars. Partly due to weather restraints on the day and scaffolding in place around the kennels, the hero shot was to be an interior portrait of The Duke of Richmond (owner of the estate) with 3 dogs arranged around him, perhaps with the Goodwoof site plan in front of them. This shot was stripped back to ensure branding was kept subtle, with just two Goodwoof dog bowls at the bottom of the shot.
EMBARGOED TO 0001 MONDAY JANUARY 8 EDITORIAL USE ONLY Bob the Labrador celebrates National Labrador Day by reclining on a Goodwoof Dog Bed. Issue date: Monday January 8, 2024. PA Photo. The Labrador will be the celebrated breed at Goodwoof this year, Goodwood’s newest event, which takes place Saturday 18 & Sunday 19 May in West Sussex.Photo: Matt Alexander / PA12 Dec 2023
The Results
We were pleased to see 18 pieces of print coverage on National Labrador Day and the following day, including the Daily Telegraph, The Guardian, and The Daily Star, as well as The Times: News in Pictures online. Thanks to the PA captions stressing the link between National Labrador Day and the Labrador being Goodwoof’s celebrated breed this year, the vast majority of the coverage name checked Goodwoof and the date of the event.
EMBARGOED TO 0001 MONDAY JANUARY 8 EDITORIAL USE ONLY Labradors Bonnie, Rufus, Badger and Autumn come together to celebrate National Labrador Day at The Kennels at the Goodwood Estate. Issue date: Monday January 8, 2024. PA Photo. The Labrador will be the celebrated breed at Goodwoof this year, Goodwood’s newest event, which takes place Saturday 18 & Sunday 19 May in West Sussex.Photo: Matt Alexander / PA12 Dec 2023
