Client: E&L Insurance
Campaign: First passport pet in UK
PR Team: The Television Consultancy & (pr)+
Timescale: 25 - 28 February
Budget: Broadcast pounds 6,500; press pounds 1,400
At midnight on Monday 28 February, the 100-year-old pet quarantine laws
were officially lifted in the UK. The race was on for the first pet to
step on UK soil from overseas without having to undergo six months in
quarantine. E&L Insurance, sponsored Frodo Baggins, the first pet to
enter the UK.
To raise E&L’s profile by making the media aware of Frodo Baggins’
imminent arrival as the first pet to enter the UK under the new
legislation. To increase sales of E&L’s new insurance policies for
Strategy and Plan
The timescale for the campaign was very tight. E&L Travel Insurance had
responded to the change in legislation by drawing up a new insurance
policy to cover pets, so (pr)+ decided to use the media coverage of the
event as an oppotunity to promote the E&L brand. They commissioned The
Television Consultancy to handle the broadcast aspect of the campaign,
while they dealt with the press.
The Television Consultancy contacted national and regional broadcasters
to gauge interest and their TV requirements. (Pr)+ contacted national
and regional newspapers.
In addition to inviting broadcasters to attend Frodo’s arrival, film was
distributed by The Television Consultancy to those broadcasters unable
E&L was advised on how to brand Frodo to ensure visual coverage for the
sponsor. A specially-branded waistcoat and an E&L luggage ticket for his
neck were created. It was also arranged that the owner’s car would be
first to disembark.
Throughout the weekend The Television Consultancy and (pr)+ spoke to the
media and reminded them that Frodo would be the first arrival.
By 9pm BBC News, ITN and Sky News had been persuaded to send crews to
film the arrival and The Television Consultancy had confirmed requests
for footage from GMTV, Channel 5 News, the Big Breakfast, London Today,
Newsroom South East and Meridian Kent.
As Frodo came off the ferry at 12.45am on Monday 28 February, the E&L
branding was in place and highly visible. An express courier was
standing by at Dover to take the coverage to London where a producer and
editor from The Television Consultancy could begin an immediate
By 3.45am the footage had been edited and duplicated for
By 4.15am all breakfast producers who had been unable to shoot their own
footage had received a copy for immediate use.
At 5.45am the footage was fed out to Meridian Kent and other regional
newsrooms for use on breakfast bulletins. Press photographers also
attended the event.
Measurement and Evaluation
The campaign resulted in over 40 items of national and regional TV
National broadcasters included Sky News and BBC News 24, and regional
newsrooms Meridian Kent and London Today ran pictures throughout the
Frodo also made the BBC’s one, six and nine o’clock news slots.
In addition to the news bulletins, interviews with Frodo’s owner Helen
De Borchgrave appeared on the BBC, Channel 5 and Sky News.
The story also ran in the national press, including the Daily Telegraph,
the Independent, the Times, and the Daily Mail. Regional papers also ran
As the first pet to arrive in England under the new quarantine laws,
Frodo dominated both TV and press coverage. All visual representation of
the dog featured the E&L Travel Insurance branding thus highlighting E&L
as an insurer that can cover travelling pets.