Smoking Gun PR runs Kennel Club's integrated PR and social media campaign for Discover Dogs and Crufts Factor event

Kennel Club has called in consumer PR and social media agency Smoking Gun PR to run its integrated PR and social media campaign for its Discover Dogs event this weekend.

Discover Dogs takes place at Earls Court and is supported by BGT winners Ashleigh and Pudsey

The Spinningfields-based agency was tasked with developing a campaign to find the very best dog talent as part of the Kennel Club’s ‘Crufts Factor’ competition, which is backed by Britain’s Got Talent Winner and Young Kennel Club member Ashleigh Butler.

Simon Cowell’s TV production arm will also be on hand talent scouting at the event looking for participants for a one-off doggie talent show to be aired on ITV this Christmas.

Proud owners who wish to follow in the footsteps of Ashleigh and her dog Pudsey can use the bespoke Crufts Factor Facebook app to upload a video of their performing pooch. A public vote will then decide the three finalists who will be joined by a wildcard entry, with all four performing at the Discover Dogs event at Earls Court. The winner will then have the opportunity to perform on the global stage at Crufts in March 2013.

Caroline Kisko, Kennel Club communications director, commented: “We are looking for dogs that have what it takes to become stars. Last year Simon Cowell talent scouted our Young Kennel Club member Ashleigh Butler and her dog Pudsey and we want to find another star to follow in their footsteps.

“In Smoking Gun PR we have found a knowledgeable partner that understands our needs and was able to clearly articulate a high impact, fast turnaround campaign for us.”

Rick Gutteridge, managing director at Smoking Gun PR, added: “Crufts Factor is a fun and engaging campaign to be involved…With the nation’s love affair with dogs and the amazing opportunity on offer, we’re sure there will be no shortage of interest in entering.”

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