An adventure with Dogs Trust and Snoopy Cardif 2021 - Sponsorship Opportunities - A Dog's Trail
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An adventure with
Dogs Trust and Snoopy
C a r d i f
f 2021
Sponsorship
Opportunities
In collaboration with Supported by
Cardiff Council
Welcome to
A Dog’s Trail
with Snoopy
Dogs Trust celebrates the launch of its new Cardiff Rehoming Centre by teaming
up with Snoopy to create A Dog’s Trail, Cardiff. The event will see Snoopy
sculptures customised by artists placed in prominent locations across Cardiff
city Centre, to raise awareness and funds to help rehome more dogs in Cardiff.
As a Dog’s Trail sponsor, you’ll play a vital role in helping us achieve this goal.
Follow A Dog’s Trail on social media.
adogstrail.org.uk
@ADogsTrailwithSnoopy
@ADogsTrail
@ADogsTrail
linkedin.com/showcase/adogstail
#adogstrail
Welcome from
Owen Sharp
Dogs Trust
Chief Executive
Thank you for your interest in A Dog’s A Dog’s Trail is an exciting new
Trail with Snoopy – an event that we’re adventure for Dogs Trust – and we
incredibly excited about at Dogs Trust. can’t wait to work with you. The trail’s
aim is to raise significant funding
We are the UK’s largest dog welfare towards our work so that we can
charity with 20 Rehoming Centres and continue to provide our services for
give love, care and undivided attention those who need them the most. But
to over 14,000 dogs each year. we also know that it is going to be
a spectacular exhibition - bringing
We’re not new to Wales, as we’ve had together many communities through
a Rehoming Centre in Bridgend for the creation and display of sculptures
over 50 years, but we’re especially trailing through the city – a true
excited to be opening our 21st centre in showcase of Cardiff as a place to
Cardiff which will allow us to care for visit, love, live, work and play.
an additional 1,000 dogs each year and
provide several jobs and volunteering As communities across the world
opportunities within the community. continue to deal with the effects
of the pandemic, A Dog’s Trail is a
But we don’t just love dogs, we love special event that will promote health
the people who love dogs too – and and wellbeing, bring businesses and
so a lot of our work is focused around communities together and help boost
helping humans. Our outreach projects the regional economy. Together, we
offer support to those in housing crisis; can make it happen.
and provide a safe place for dogs
fleeing abusive homes whilst their I hope you’ll join us and be a part
owners seek refuge. Our Education of the very first A Dog’s Trail and its
Team deliver workshops for schools, lasting legacy.
educating children about safety
around dogs. Further afield, Dogs
Trust Worldwide works in 29 countries
globally to improve the welfare of
vulnerable dogs and the people who
care for them.
Owen Sharp
Chief Executive, Dogs Trust
1
A Dog’s Trail
with Snoopy
The star of our show...
Dogs Trust and Snoopy are inviting two and four legged adventurers to put their best paw
forward and sniff out Cardiff at our first UK art trail next autumn.
Created by Charles Schulz in 1950, the wildly imaginative, supremely confident,
world-famous beagle is a canine master of disguise. As Joe Cool he’s aloof, unflappable,
above the fray. As the World War I Flying Ace, he engages in aerial combat with the
notorious Red Baron. While pondering life from the top of his doghouse, he writes the great
American novel, travels to the moon, and plots revenge on the cat next door. Who says you
can’t teach an old dog new tricks?
Snoopy’s Interests
Snoopy never forgets As the world famous Snoopy loves to
when it’s time to eat author, Snoopy is fantasise about being
and often celebrates forever trying to write various characters.
the occasion with a the great American Most notably, the World
happy dance. novel. War I Flying Ace.
2
About
the trail
A Dog’s Trail is a spectacular, free
public art trail pawing its way across
the city of Cardiff in autumn 2021.
For 10 weeks the city’s streets, Cardiff
bay and park spaces will become
home to a series of intricately
decorated Snoopy sculptures,
each designed by local, regional
and national artists, designers and
illustrators - both well-known
favourites and newly emerging talent.
Each sculpture will be sponsored by
a business or individual and have its
own tale to tell, many showcasing
Cardiff’s wealth of artistic talent
whilst celebrating the vibrance,
culture and creativity that the city has
to offer.
Be a part of this unique event with the
world’s most iconic dog, both helping
to raise vital funds for Dogs Trust and
our newest Cardiff Rehoming Centre, This event is presented by Dogs Trust in
as well as delivering significant collaboration with Wild in Art, leading
economic, social and cultural benefits creative producer of spectacular public art
to the city. events and Peanuts, owners of Snoopy.
3
Who are
We’re for dogs.
For the scruffiest mutts, the handsomest hounds, the most
faithful of faithful friends.
We’re for those waggy tails, the talkative ears, and eyes that
never judge. But not every dog gets back the love they need.
So we’re changing that – with your help.
When a dog is in distress, we care for them. When a dog needs a
home, we find them a loving family. But we don’t just love dogs,
we love the people who love them too. When an owner needs
a helping hand (or paw), or they just can’t cope - we’re ready to
step in.
For every dog, for every owner, we’re by their side through
thick and thin – throughout their lives. Because the bond
they have is special to us. It changes lives, making each day
happier and more complete.
That’s why we believe A dog is for life.®
Key Stats
We are the 3rd most loved charity in the UK*
Over 1 million Facebook followers
Over 350k Instagram followers
Over 300K Twitter followers
Over 800,000 active supporters
Celebrating our 130th year in 2021
* SOURCE: Savanta; 100 Most Loved Charity Brands 2020
4
Dogs Trust?
We’re the leading We never put a healthy
experts in dog dog down.
welfare.
We operate a UK Our 21st Rehoming
network of 20 Centre is due to open
pioneering dog in Cardiff, with our
Rehoming Centres, Bridgend site being
caring for over operational since 1994.
14,000 dogs a year.
We give a second Dogs Trust Dog
chance at a brighter School trains around
future with new 18,000 dogs and
loving and caring 25,000 owners each
owners. year.
The Freedom Project
We teach over has seen us foster
400,000 children a more than 1,650
year in schools, on dogs, empowering
how to behave safely 1,240 people to
around dogs. escape domestic
abuse.
Dogs Trust The Hope Project has
Worldwide has funded more than
provided financial 24,300 vet treatments
support to 52 for dog owners who
organisations in 29 are homeless or in
countries. housing crisis.
Photography taken by Richard Murgatroyd 5
How
it works...
Make your mark on the most iconic dog in the world and reach a
whole new audience with extensive citywide exposure
throughout autumn, whilst supporting the UK’s leading dog
welfare charity.
A feel-good campaign that we can all Well-known and emerging creative
be proud of, A Dog’s Trail with Snoopy talents are invited to submit designs
will connect corporate, public, and which will be presented at the art
community partners around the city, selection event where, as a sponsor,
you will have the opportunity to
providing an exciting post-pandemic
select the design for your Snoopy. Our
channel for creative collaboration. All
Snoopy sculptures make a wonderful
while supporting Dogs Trust – a much canvas and designs will vary greatly
loved national charity with a new local from fine art, illustration, mosaic and
presence in Cardiff. popular culture – ensuring that Snoopy
continues to entertain, inspire and
Businesses, individuals and regional make us smile. Successful artists are
organisations are invited to sponsor the then commissioned to apply their art
first ever UK Snoopy art trail sculptures. and design to the sculptures.
Timeline March 2021
Preview of Snoopy
April -July 2021
designs for selection
by sponsors Snoopy sculptures
November 2020 designed and
– March 2021 created by artists
Sponsors, artists and
schools invited to get
involved
6
Young people will also join in the Residents and visitors from near and
fun, designing their own half sized far, young and old, canine and human
Snoopy sculptures whilst engaging will explore the city using the A Dog’s
in a city-wide learning programme Trail map and mobile app. These will
delivered by Dogs Trust across both help them navigate the trail,
schools, youth and community groups. discover new spots in the city and
These sculptures give an exciting and unlock exciting rewards and discounts
creative opportunity to engage with provided by Snoopy sponsors.
children in important topics such as
how to behave safely around dogs. After 10 weeks of entertaining the
After exhibiting creativity, the Learning crowds and getting people outdoors, our
Programme Snoopy sculptures will Snoopy sculptures will join paws for one
feature across the city, alongside their last time at a special farewell event.
larger counterparts. Giving everyone the chance to see each
of the sculptures together in one place,
Once all of the Snoopy sculptures meet some of the artists involved and
are decorated they will be greeting pick up souvenirs of their favourite
dogs and humans alike in a range of Snoopy.
locations across Cardiff’s city centre
streets, parks and breathtaking Cardiff The legacy of A Dog’s Trail continues as
Bay area to form a free art trail over each of the sculptures will then take
the course of 10 weeks. centre stage at a glittering auction to
raise vital funds for Dogs Trust and our
Cardiff Rehoming Centre.
September-
November 2021 December 2021
A Dog’s Trail Snoopy sculptures
goes live. Snoopy auctioned to
December 2021
sculptures displayed raise money for
April 2021 Farewell Event – last
across Cardiff Dogs Trust
Sponsor Activation chance to see all the
Workshop Snoopy sculptures
together, in one
location
7
What impact will
A Dog’s Trail have?
This spectacular art trail will deliver significant
economic, social and cultural benefits. It will…
Attract more than Encourage
400k
tourism
in Cardiff and South
Wales, encouraging
visitors across 10 weeks people to visit the city and
spend time exploring it
whilst walking the trail
Generate an estimated Raise vital
funds
economic impact of over
£10m for Dogs Trust and
promote our new
Cardiff Rehoming Centre
820k
Engage more than
school children
through the
Learning Programme
1m
Generate over
Engage the
business
community
bringing together
interactions via the business and
A Dog’s Trail App creative sectors
Offer a post pandemic
wellbeing Boost
activity civic pride
which is outdoors and
allows social distancing
Showcase Generate a media
coverage value of over
£700k
Cardiff’s best dog-walking
routes, getting people and
dogs active
9A sniffingly unique
opportunity
Sponsoring one of the very first Snoopy sculptures to ever set paws on a UK trail will
give you a fantastic opportunity to increase customers, build your profile, engage with
stakeholders and engender pride within your workforce.
Supporting A Dog’s Trail is an unmissable business development, employee
engagement and community focused opportunity. Sponsorship packages are tailored
to your objectives and budget to offer an excellent return on your investment.
Supported by our team of account managers,
activation of your sponsorship will:
raise your profile & positioning both
regionally and nationally
give you direct access to new and varied audiences
enable employee engagement and
improved staff morale
provide tangible return on investment
create additional footfall to business premises and increased online sales
will provide an excellent engagement tool to help organisations achieve CSR / B2B /
social value objectives whilst working alongside fellow Snoopy sponsors
enable the city to benefit from significant economic,
cultural, social and wellbeing
benefits
raise vital funding for Dogs Trust,
supporting dogs across the UK and Cardiff’s
world leading Dogs Trust Rehoming Centre
provide you with an opportunity to
associate your brand with a high-profile
and hugely popular event and one of the
UK’s most loved charities.
10Sponsorship
Packages
& Benefits
Make your mark on the most iconic dog in
the world and help the UK’s leading dog welfare charity.
Snoopy Sculpture Sponsors
£6,000+VAT
Individual sculpture sponsorship enables you to support this initiative in a very personal
way whilst marketing your company on the world’s most iconic dog. Snoopy sculpture
sponsorship is open to Cardiff businesses and individuals.
Snoopy sculpture sponsor benefits include:
12-month association with a high profile and media friendly event
sponsorship of one large Snoopy sculpture
marketing and brand exposure – logo and descriptor on your Snoopy plaque and
rehoming certificate
logo on the sponsors section of the A Dog’s Trail website
logo on the A Dog’s Trail mobile app
product/service integration on the A Dog’s Trail mobile app, giving your company the
opportunity to provide rewards and discount offers to A Dog’s Trail’s visitors
VIP tickets to A Dog’s Trail’s events including the Farewell event and Auction
opportunity to select your Snoopy design at the Art Selection event
enhanced relationships with key stakeholders including other A Dog’s Trail supporters.
Official Supporters
£25,000+VAT
As an Official Supporter, you will be one of 10 sponsors in this category.
This sponsorship tier could also be accessed through provision of budget-relieving value-
in-kind support of products and services to the value of £25,000
You will receive dedicated support from an account manager who will work with you to
provide all Snoopy sculpture Sponsor benefits plus:
priority selection of your Snoopy design at the Art Selection event
your logo on your sponsored Snoopy sculpture as well as on all other large Snoopy Sculpture
plaques
recognition in the official sponsor section of A Dog’s Trail website and mobile app
a mention in an event press release
recognition as a supporter the Cardiff and Bridgend Rehoming Centres until the end of 2022.
11Sponsorship
Packages
& Benefits
Headline Sponsorship
£50,000+VAT
A Dog’s Trail is looking for five headline sponsors. Each
Headline sponsor will enjoy an unprecedented level of
tailored marketing and PR exposure. We want to hear
from organisations that see this as a business
development opportunity in Cardiff and will work with
Dogs Trust to make A Dog’s Trail the event of 2021!
As one of our biggest sponsors of A Dog’s Trail, your
sponsor benefits will be tailored to your key objectives
and will include all Official Supporter benefits plus:
official sponsorship designation of A Dog’s Trail
sponsorship of two large Snoopy sculptures
Example artwork of a sponsor
speaker opportunities at a high profile A Dog’s Trail event plaque, Bee in the City 2018
lead sponsorship logo placement on all information plaques for large
Snoopy sculptures featured in the trail
increased logo placement on A Dog’s Trail website and collateral
headline recognition on the sponsors section of the A Dog’s Trail website and mobile app
additional milestone reward on the A Dog’s Trail mobile app
advertising space in event publications
a bespoke press release announcing your involvement in the event
priority selection of your Snoopy scupture design prior to the Art Selection event
feature as an official corporate partner on dogstrust.org.uk.
12Headline Learning Programme Sponsor
£60,000+VAT
Children from across Cardiff will design their own half-size Snoopy Sculptures, which will
also be displayed across the city, enhancing the trail whilst sparking the imagination of young
people across Cardiff.
As one of our biggest sponsors of this event, your sponsor benefits will be tailored to your key
objectives and will include all Official Supporter benefits plus:
official sponsorship designation of A Dog’s Trail
your logo featured on the information plaques of up to 130
Learning Programme Snoopy sculptures and associated
resource packs
sponsorship of two large Snoopy sculptures
speaker opportunities at a high profile A Dog’s Trail event
increased logo placement on A Dog’s Trail website and collateral
additional milestone reward on the A Dog’s Trail mobile app
advertising space in event publications
priority selection of your Snoopy design prior to the Art Selection event
headline recognition on the sponsors section of the A Dog’s Trail website and mobile app
a bespoke media plan and press release announcing your involvement in the event
feature as an official corporate partner on dogstrust.org.uk.
Available for all sponsors
Why not support a local school by funding their Snoopy
sculpture? Adding £700 to your sponsorship
package will provide a school with a Learning
Programme Snoopy sculpture designed by children.
13Don’t just take our
word for it..
Norwich GoGoHares 2018
“GoGoHares was just a lovely event to “We were delighted to be involved in
be a part of, raising money for a local GoGoHares as a supporting partner and
charity and helping bring communities sponsor, having previously sponsored
and businesses together. We had a lot of both the GoGoGorillas trail (2013) and the
people visit us to see our amazing Hare GoGoDragons trail (2015) - also in Norwich.
sculpture, some just to take a photo, Sponsoring an art trail is such a great way
but a good amount who visited the pub for a business to give back to the local
and had a drink or a meal too, which was community, whilst also providing unique
great for business. Overall, we were just profile-raising opportunities. This is why
really pleased to be a part of Norwich’s we have committed to sponsor Cows
now famous art sculpture events and felt about Cambridge – having seen the huge
blessed that the trail encompassed parts success of previous art trails in Norwich,
of our beautiful county.” we know that the first such trail in
Cambridge is destined to be a big success
Judi-mae Alderton, Head of Marketing, - who wouldn’t want to be involved in
Woodforde’s Brewery that?!”
Anne Oven, Owner and Director, Aspiration
Europe
14Manchester Bee In The City
2018
Presenting Partner Virgin Trains saw Norwich Go Elephants 2008
an increase in passenger numbers of
11% during the period of the trail which
equated to a 4-1 Return on Investment. “Although many factors influence our
They reported significant levels of trade it is perhaps no coincidence that
increased pride and engagement amongst John Lewis Norwich experienced the
employees. best increase of all John Lewis shops
across the country in the final week
Sponsor Metrolink recorded a 32% of Go Elephants - it was very evident
increase in family travel card sales across there were plenty of people in the city
the tram network during the period of following the trail in the final week - it
the trail. simply added to the vitality of Norwich.”
“Bee in the City more than met our Richard Marks, General Manager John
expectations, especially in terms of the Lewis Norwich
extra footfall it attracted to campus as
well as the social posts it enabled us to
generate allowing us to engage with new
and existing students and their families.”
Lisa Vincent,
External Partnerships Manager
Manchester Metropolitan University
Snowdogs Tails in Wales,
Cardiff 2017
“Cardiff Harbour Authority were thrilled
to be part of the 2017 Snowdogs Trail in
Cardiff. The trail brought high numbers
of visitors both new and old to the Bay,
each discovering areas many haven’t
previously. We endeavour to continually
work with others to provide exceptional
opportunities and activities to all, and A
Dog’s Trail certainly hits the mark.”
Natalie Taylor, Cardiff Harbour Authority
15A Message from
Charlie Langhorne
Managing Director and
Co-founder of Wild in Art
We are very excited to be working With your sponsorship, we can create
with Dogs Trust alongside Peanuts an event that will have significant
to create A Dog’s Trail with Snoopy. impact. Many thousands of residents
A fantastic event for Cardiff which and visitors will walk the trail, talk
we hope will have a very positive and about the trail and share photos and
lasting impact on the city and its personal highlights on social media.
communities. There are many exciting ways to
benefit from creative collaborations
Wild in Art has a track record of by being involved with the trail.
delivering world-class events that
entertain, enrich, inform and leave a Support Dogs Trust and together we
lasting legacy. We believe passionately can create an unforgettable event for
in the power of creativity to connect the city!
the private and public sectors with
artists, learning institutions and
communities to produce popular
mass-participation art events.
16A Message from
Cllr Peter Bradbury
Cardiff Council Cabinet Member
for Culture and Leisure
We’re looking forward to welcoming Those figures are not to be sniffed at,
A Dog’s Trail to Cardiff and helping particularly as the city recovers from
to create a public art event that has the impact of the pandemic.
the potential to raise a lot of money Beyond that, there’s also value in
for Dogs Trust, and also celebrate the the experience itself. Cardiff is full
creativity and the community at the of amazing and interesting places to
heart of our city. explore. A Dog’s Trail gives families
the perfect chance to spend time
The pandemic has made 2020 a difficult together, discovering something new
year for all of us, so the promise of A about the city.
Dog’s Trail brightening the city’s streets
as we head towards the end of 2021 Sponsoring a sculpture is a great
really is something special to look opportunity for businesses to help
forward to. encourage more visitors into the city,
play a part in supporting artists, a
We know from 2017, when Wild in Art number of whom we hope will be
teamed up with charity Tŷ Hafan to bring local, and also create some happy
the Snowdogs to Cardiff, that art trails memories that will last a lifetime.
like this can have a significant impact.
As well as raising substantial funds, the
trail also helped bring 350,000 visitors
to the city, generating £10 million for the
local economy.
17We can’t wait
to hear
from you
Get in touch with us to discuss how you can join the pack by getting
involved with Cardiff’s most exciting event in 2021.
Email trailsponsors@dogstrust.org.uk to arrange a call or meeting.
Find out more adogstrail.org.uk
www.dogstrust.org.uk www.peanuts.com
© Dogs Trust 2020 Dogs Trust Registered Charity Numbers: 227523 & SC037843 © 2020 PeanutsYou can also read
