Experiential barketing: MoreThan launches bus tour for dogs in pet insurance push

Financial services brand MoreThan has seized the opportunity to be irreverent with its pet insurance marketing with the launch of a tour bus designed specifically for man’s best friend.

The ‘K9’ bus has been driving around London this week and will take the streets for the final time today (19 January). The route takes guests past a number of the capital’s dog-friendly spots – as well as canine related landmarks – such as Hyde Park’s pet cemetery and the Kennel Club.

Interested dogs have been invited to register themselves and owners for a free ride on the ‘world’s first’ dog bus tour via Billetto.

Delivered by Cow PR, the experience aims to promote MoreThan’s new ‘Doggysentials’ service, which offers buyers care and protection with a monthly delivery of essential items and an activity monitor.

Steve Jay, head of innovation at MoreThan, told The Drum: “We really want to be known for being passionate about getting out and having fun with your dogs.

“From events like this we’re able to share some great content online and amplify that message. We’ve got some other fun events lined up for the rest of the year to build on this strategy."

Katie Deighton

Katie Deighton is The Drum’s senior reporter - creative and video based in London. She produces, films, presents and edits the title’s editorial video output, including series such as On The Scene, Ad Breakers and Why I Left Advertising, and manages its coverage of the creative sector. She also reports on the intersection between politics and marketing, as well as the third sector and fashion.

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