PURINA ANIMAL HALL OF FAME

Canada’s Longest-Running Pet Recognition Program

The Purina Animal Hall of Fame, Canada’s longest-running pet recognition program, proudly celebrated another inspiring year by inducting two extraordinary pets into its prestigious 2024 season. For over 40 years, this remarkable initiative has honoured pets whose courageous and heroic acts have left an indelible mark on their lives. To amplify the reach and impact of this year’s Purina Animal Hall of Fame, PRAXIS spearheaded a comprehensive media relations campaign to announce the new inductees. The strategy included a meticulously crafted press release distributed via enhanced French and English newswires, ensuring wide-reaching coverage of these awe-inspiring stories. Key elements also included pitching an extensive media list to secure robust earned media placements. This year, we shone the spotlight on two exceptional dogs: Bear, a Siberian Husky and Golden Retriever mix from Bonfield, Ontario, and Maggie May, a Red Fox Labrador Retriever from Guelph, Ontario. These four-legged, fluffy heroes have demonstrated that a strong bond with their owners can be a matter of life or death. From detecting imminent danger to performing daring rescues, their courage and unwavering dedication became the difference between life and death in critical moments.

The campaign’s results speak volumes: stories of Bear and Maggie May were featured across major online platforms, television broadcasts, and radio outlets, capturing the hearts of Canadians and further solidifying the Hall of Fame’s legacy as a tribute to the exceptional bravery and loyalty of pets. PRAXIS crafted a detailed press release that seamlessly integrated brand key messages and campaign information, tailored to resonate with the target demographics and strategically distributed the release through enhanced newswires to maximize reach and impact. National and targeted media pitching resulted in an impressive amount of coverage from key outlets, and delivering nearly 15 million impressions.

 

    • Press Release Development + Wire Distribution: 148 pieces of coverage and 116,089,570 impressions. 
    • 33 pieces of National & targeted media  coverage 
    • 14,818,300 impressions: featured in The National Post, Toronto Star, CTV News, CP24, and Chorus Radio.  

A Legacy of Bravery: Two Canadian Dogs Recognized For Saving Their Owners’ Lives 

PRAXIS successfully positioned the Purina Animal Hall of Fame as a tribute to heroic pets and their life-saving acts, achieving extensive media coverage and widespread public engagement through a targeted media relations campaign. 

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