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Advertising

 

Television Advertising

  • "Words" TV Commercial
    (MOV format)

  • "Beyond" TV Commercial

  • "Superstars" TV Commercial

Ads in Parade Magazine

Tuesday, January 1, 2008

New York, NY - The 2008 American Kennel Club national advertising campaign, created by Doner of Southfield, MI continues the 2007 messaging promoting AKC as "the only registry in the USA that matters.” There will be five, color ad insertions in Parade, a Sunday magazine that reaches over 32 million readers, commercials in televised AKC events and an expanded online campaign. The banner and paid search text ads will appear on websites including AOL, Google and Yahoo. This campaign will reach millions of people with its positive and informational message promoting all that AKC does for dogs and dog owners.

Ads in USA Weekend Magazine

Monday, July 9, 2007

New York, NY - The 2007 American Kennel Club national advertising campaign promotes AKC as "the only registry in the USA that matters.” There will be six full-page, color ad insertions in USA Weekend, a Sunday magazine that reaches over 23 million readers. These ads target the puppy-shopping consumer with messaging that reinforces AKC as the resource for all things dog, including helping people find the right puppy for them.

New in 2007 is a supplemental online campaign. The online portion of the campaign consists of banner ads, behavioral targeting, content targeting and paid search text ads. These ads also target people shopping for puppies and take them to a newly designed landing page with more information from AKC about what you need to know before buying a puppy.

The 2007 campaign continues to utilize the ever-popular tagline "We're more than champion dogs. We're the dog's champion," created by Doner of Southfield, Michigan.

Click on the image to view the PDF.

Ads in Pet Trade Magazines

Wednesday, August 16, 2006

New York, NY- The 2006 American Kennel Club print campaign has expanded to include advertising in popular pet and pet business magazines including Pet Product News, Pet Age, Pet Business, Dog Fancy and Dog World. This campaign is consistent in design with the Doner advertising image campaign in the New York Times and O Magazine. The ads communicate that AKC registration holds value with potential puppy owners. The message is delivered through survey results that nine-out-of-ten puppy buyers want a puppy that is AKC registerable.



Owners are Paper-Trained Too As Rewarding  
Papers Fetch Owners Puppy Love  
Owners are Paper-Trained Too (version 2)  

Ads in Oprah Magazine

Wednesday, April 19, 2006

New York, NY - The 2006 American Kennel Club print campaign continues our series of one-page, black and white ads promoting AKC as "the dog's champion." This year we have added messaging about AKC registration and what a vital role it plays in supporting the AKC and our efforts.

This year we have continued to run these issue-oriented advertisements in the NY Times Magazine reaching corporate and legislative leaders and opinion influencers. You will also see our ads in Oprah Winfrey's "O" Magazine reaching a large target of decision-making women.

Featuring the tagline "We're more than champion dogs. We're the dog's champion," the ad campaign created by Doner of Southfield, Michigan, is designed to clearly establish and reinforce AKC as the "authority and advocate" of purebred dogs.

Champion Fetch Teach Valor Commitment Top Dog Stand
Watch Bond Praise Home Raise Gift  

AKC 2005 Print Advertising Campaign

New York, NY - The 2005 American Kennel Club print campaign is a series of 26 one-page black and white ads in the New York Times Magazine. These issue-oriented advertisements are aimed at the NY Times Magazine’s readers, corporate and legislative leaders, opinion influencers and academics, as well as the general public.

Each ad focuses on a specific program and/or initiative of the AKC that protects the welfare and sport of purebred dogs. The first ad introduced the series with a historical overview of the AKC. The second insertion covered AKC’s involvement in simplifying air travel for dogs while subsequent ads focus on the AKC’s Companion Animal Recovery program, Investigations and Inspections department, Canine Health Foundation and the DOGNY fund raising / public art project.

Featuring the tagline "We're more than champion dogs... We're the dog's champion," the ad campaign created by Doner of Southfield, Michigan, is designed to clearly establish and reinforce AKC as the "authority and advocate" of purebred dogs.

Speak Point Raise Behave
Board Teach Protect Heal
Fetch Stay Commitment Well Bred
Reward Lead Print Devoted
Treat Valor Top Dog Gift
Praise Care Watch Champion

AKC Announces National Print Ad Campaign

Tuesday, July 27, 2004

---Ads Intended to Encourage Registration Via Awareness of AKC Programs---

New York, NY - The American Kennel Club (AKC) is unveiling its second round of national print advertisements in the September issues of Better Homes & Gardens, More, Ladies Home Journal, Parenting, Country Living, and O, The Oprah Magazine. The three new print ads represent the second phase of the brand awareness campaign, which initially launched in 2002 with both national print and television ads.

Created by Doner of Southfield, Michigan, the ads are intended to build awareness among purebred dog owners that by registering their dogs they are supporting the AKC's many programs and services, which help dogs and dog lovers alike. The three print ads featuring bright, saturated color and depicting lively interaction between dog and owner highlight the following initiatives:

Click images to view PDF format

AKC Companion Animal Recovery AKCCAR is dedicated to providing lifetime recovery services for microchipped, tattooed and tagged pets. To date they have reunited over 200,000 lost pets with their owners. The ad spotlighting AKCCAR features a young girl lovingly hugging a Labrador Retriever with the headline, Lost. Found. Overjoyed.



AKC Canine Health Foundation A charitable organization that raises funds for health research to benefit all dogs. The visual is a happy, healthy Golden Retriever running on a shoreline. The headline, Sick. Healthy. Happy refers to the body copy, which explains that the AKC donates a million dollars each year to help all dogs live healthier lives.



AKC Scholarship Program The third ad features a very young boy walking alongside a tall Irish Wolfhound. The headline reads, Your child. His dog. College degree. The text explains that the AKC gives over $150,000 in scholarships annually to students involved in the sport of purebred dogs.

Subsequent versions of the print ads are under consideration for 2005. The AKC also continues to run TV spots (originally developed for the 2002 launch campaign) during televised dog shows such as its own AKC/Eukanuba National Championship and the Eukanuba Tournament of Champions, both on Animal Planet.