NEW YORK: The Westminster Kennel Club has issued an RFP to find a full-service PR agency for a one-year account.
Last summer, the organization brought on its first PR firm, 5W Public Relations, to help with the challenges it faced when it moved to a new venue, Piers 92 and 94 on the West Side of Manhattan, said David Frei, director of communications for the Kennel Club.
He said 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 representative from 5W was not immediately available for comment.
The Kennel Club is seeking a PR agency for a “longer relationship than just the few months around the dog show,” explained Frei.
Five agencies are participating in the review at the moment, he added, and the Club hopes to make a decision by the end of this month.
Frei said the organization wants the PR firm to have a full range of services and to be able to execute both traditional publicity and social media efforts.
Earlier this month, Westminster announced the judges for its 138th Annual Dog Show, which is scheduled to take place next February.
The Westminster Kennel Club, which was founded in 1877, is the oldest organization in the US dedicated to purebred dog competitions.