Marketing/Communications/PR

Introducing PAL… Pets Add Life -
a National Campaign Designed to Increase Pet Adoption and Responsible Ownership of Pets

The PAL - Pets Add Life campaign made its official debut at a special press conference that took place at the HH Backer Show in Chicago last week, following many months of careful planning and industry research.

One primary goal behind the PAL campaign was to clearly send the message that the pet industry cares about pets and their owners and to ultimately drive increased pet adoption and responsible ownership of pets. With that, PAL was designed to demonstrate the joys and benefits of pet ownership. A benefit of increased, responsible ownership is an increased demand for the products that make owning a pet a more enjoyable experience!

Produced by the American Pet Products Manufacturers Association (APPMA), and sponsored by PIDA and HH Backer, PAL includes three thirty-second TV spots, regular pet news segments, a brochure, an ad, web links, a poster, and other promotions. The PAL TV spots have been distributed to 400 network and cable TV stations across the nation and may be airing on a local station where you live! Check out www.petsaddlife.org to view the PAL spots and all the supporting materials, and to get a better feel for this exciting new program.

We believe this campaign will greatly benefit our industry on many levels and are excited to keep you posted on the campaign's progress as we move forward. If your company is interested in becoming involved with PAL, please contact Tierra Griffiths at MassMedia, tierra@massmediapr.com