Pets Week team brings in support

The three groups behind National Pets Week have taken on external PR support for the first time.

The National Office of Animal Health, the Pet Care Trust and the Pet Food Manufacturers' Association have promoted the spring event in-house since 2003, but have recruited Oxfordshire-based Blue Zebra PR to help raise its profile in regional and national media.

Blue Zebra managing director Diana Rhodes said the campaign would focus on the emotional bonds of pets and the elevated status animals enjoy with families.

'The week is the platform for trumpeting the hundreds of events taking place across the UK from 29 April to 7 May in support of the charity and its aims,' said Rhodes. 'We have been briefed to target national, regional and specialist media.'

Rhodes said there was no competitive pitch and that the agency's work in the animal health sector had led to a recommendation.

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