Every week until October, the dog will take to the stage for ‘Party Time’, a half-hour show where he will play the role of a game show host in the ‘Yes/No’ game. He will also promote his role on a national tour of shopping centres and through his own blog.
This is the mutt’s second stage role, after he appeared in 22 pantomimes last year on the advice of Borkowksi. The PR agency is handling media for his second role.
Churchill’s head of campaigns Matt Owen said: ‘This type of experiential activity will run alongside, not replace, traditional PR, TV advertising and marketing, offering Churchill the chance to raise its brand awareness among its target demographic. Both Churchill and Pontin’s are great British brands with similar brand personalities – friendly, British humour and mass market appeal – and we believe that there is a natural synergy between the two brands.’
Graham Parr, chairman of Pontin’s, added: ‘Our Holiday Parks have helped to launch the careers of a number of Britain’s top entertainers including Shane Richie and Lee Mack, so Churchill is in great company.’