Point Taken Case Study
Pet Paradise: 30+ Media & Influencers,
250K+ Social Reach, One Buzzworthy Event
An upscale pet resort needed lasting media relationships — so Point Taken invented an event journalists actually wanted to attend.
30+
Journalists & Influencers Per Event
250K+
Social Media Reach
3+
TV Appearances Per Event
2
Markets: Jacksonville, Fla., and Charlotte
The Challenge
Pet Paradise, an upscale pet resort and day spa, sought to connect with media professionals to generate future coverage, build brand awareness, and drive long-term business growth.
The Solution
Point Taken developed Mutts and the Media on behalf of Pet Paradise. Journalists competed in games such as Trivia, Best Pet Look-Alike, and Best Pet Trick.
Each media outlet represented a local charity (assigned at random) via a pre-event media tour with the Pet Paradise mascot. Pet Paradise donated to participating charities based on their media outlet’s score in the games.
Point Taken produced the event multiple times in the Jacksonville market and once in Charlotte, N.C., on behalf of Pet Paradise.
The Result
More than 30 journalists and social media influencers attended Mutts and the Media each year. Point Taken secured at least three television appearances promoting the event and Pet Paradise for each event, a magazine cover, a feature article, and newspaper coverage.
Through social media, more than 250,000 people may have learned about the event from journalist and social media influencer posts.
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