Guide Dogs launches digital drive for Sponsor a Puppy

by Nikki Sandison, Brand Republic 28-Jan-08, 10:10

LONDON - The Guide Dogs for the Blind Association is launching an integrated campaign to draw people to a website for its flagship fundraising product, Sponsor a Puppy.

Direct marketing agency TDA created the campaign, which marks a shift in focus for the charity.

The objective is to enhance Sponsor a Puppy's online presence with a range of digital activity and to test ways of reaching out to cold audiences.

Press ads will run in national broadsheets and the Daily Express, and flash banners will be pushed through the Adviva ad network and the MSN site.

Louise Rudkin, acquisition manager at Guide Dogs, said: "Puppy sponsorship is a powerful, tangible proposition for cold audiences and we believe it will translate well into the online sphere."

Jamie Taylor, senior account director at TDA, said: "Research among current sponsors tells us that they love the scheme, but wish they could have more contact with puppies.

"Going forward, we plan to boost the product with a range of online activity that ensures supporters feel actively involved in the puppies' development."