Consumer PR and social media agency, Smoking Gun PR, was brought on board by the Kennel Club to run an integrated PR and social media campaign for its Discover Dogs event on November 10/11.

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

An added incentive for entrants was the news that Simon Cowell’s TV production arm was talent scouting from amongst the entries for a brand new one off doggie talent show on ITV at Christmas. They will be specifically looking at Heelwork to Music acts.

A bespoke Crufts Factor Facebook app has been deployed for proud owners who wish to follow in Ashleigh’s footsteps to upload a video of their dog performing safe tricks.

After a public vote to choose a shortlist of three entries, the Kennel Club will also add a wildcard entry, with all four performing at the UK’s largest dog event, Discover Dogs at Earls Court. The winner from that heat will have the opportunity to perform on a global stage at Crufts in March 2013.

The agency is working on media relations, social media content creation and influencer outreach in the event’s run up. 

Rick Guttridge, managing director at Smoking Gun PR, comments: “Crufts Factor is a fun and engaging campaign to be involved with and being selected by the Kennel Club after its own national search for a digital PR specialist is gratifying and just reward for our team’s hard work and burgeoning reputation.

“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.”

Caroline Kisko, Kennel Club Communications Director said: “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.”