Westminster Kennel Club halts RFP, takes PR in-house

After conducting a review process, the Westminster Kennel Club changed course and decided to take its PR in-house.

NEW YORK: The Westminster Kennel Club has decided to handle its PR efforts internally after conducting a review process.

“We're going to try to do it in-house,” said David Frei, director of communications for the Kennel Club.

He said the organization was impressed with all of the proposals it received and firms it interviewed, but it decided to manage PR “in another way for a number of reasons.”

 “We wish we could have hired them all,” Frei added.

Further information on the decision or the review was not disclosed.

In May, Westminster told PRWeek that five agencies were participating in its RFP, when it was seeking a full-service PR firm to execute both traditional publicity and social media efforts on a one-year contract.

The organization brought on its first PR firm, 5W Public Relations, in the summer of 2012 to help with the challenges it faced when it moved to a new venue, Piers 92 and 94 on the West Side of Manhattan, from Madison Square Garden.

Frei said that 5W helped to sell tickets and promote the 137th Annual Dog Show in February. The agency implemented a campaign with media relations, celebrity seeding, product integrations, and event support.

A 5W representative declined to comment on the decision.

The Westminster Kennel Club, which was founded in 1877, is the oldest organization in the US dedicated to purebred dog competitions.

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