Colle & McVoy Marketing Communications, which earlier this year began offering pet insurance to its employees (PRWeek, June 19, 2000), is up to its old furry friends-loving tricks again. This time, the funky Minneapolis agency has used trained dogs to deliver press releases for client Pfizer Animal Health.
Reporters at trade and industry publications in Chicago, Dallas and Irvine, CA, recently received the doggie-delivered treats - special press kits for a Pfizer dog arthritis medication. The kits sport plain brown wrapping, bite marks and even fake slobber, says AE Claudine Enger.
The means of delivery was dubbed Canine Courier.
Hopefully, having Fido bring the news will cut through the dogpile of releases reporters face each day. 'We wanted to come up with a unique delivery method that would be a cry for help from the dogs. We're always dealing with reporters saying they get so many releases everyday,' Enger says. 'We've gotten really good feedback.'
Reporters who received the releases will be grateful Colle & McVoy isn't representing a company making medications for elephants. Although given the firm's penchant for clients with an animal connection, the successor to the sensation show at the Brooklyn Museum of Art (which featured elephant dung among the works of 'art') could be next.
About 70% of Colle & McVoy's 300 employees own pets. Veterinary Pet Insurance is another client, which led the agency to add a pet insurance benefit earlier this year. The PR and ad shop also had an employee/pet picnic June 15.