Dogstival 2019 Event Overview & Commercial Opportunities September 2018
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1 Dogstival 2019 Event Overview & Commercial Opportunities September 2018
2 Dogstival is a fantastic family friendly festival for dogs and their owners that will be held in the heart of the New Forest on Saturday 18th May and Sunday 19th May 2019. The festival will take place in the stunning grounds of Pylewell Park, near Lymington and will be hosted by wildlife enthusiast, proud dog owner and local resident, Chris Packham. Visitors will enjoy a weekend filled with exciting arena displays & entertainment, expert talks, behavioural stage, fun dog activities to try like flyball, plus fabulous shopping and delicious food from local producers. If a dog could have the best day of it’s life…It would go to
3 Event Overview • Saturday 18th May & Sunday 19th May 2019 10-6pm • An expected 15,000 visitors across the two days • Held at Pylewell Park, Lymington with 2,000+ acres, freshwater lakes & even it’s own beach! • Hosted by New Forest resident, animal & wildlife Expert Chris Packham. • Hosting the UK’s best dog show acts in the main arena. • A purpose built ‘behavioural stage’, live demonstrations by leading experts • 250+ stands & exhibitors including regional food and drink producers • Live music & children’s entertainment. • Engaging talks by stakeholders from across the canine world. • Tickets on sale from the end of Sept.
4
The Venue: Pylewell Park
Pylewell Park is steeped in history as a grand 17th century house,
positioned on the south coast of the New Forest with a large agricultural
and sporting estate.
The estate is approx. 2,000 acres with a mix of woodland, grazing livestock,
a 15 acre lake with around 70 acres of open lawn that flows down from
main house onto it’s private beach with views across the Solent to the Isle
of Wight. Dogstival is the only UK dog event that has its own beach!!
It has hosted music events, food festivals and is currently home to the
acclaimed Curious Arts Festival. There is ample parking for over 6,000
vehicles with two main access points to the north and west.
Located at the southern point in the New Forest, it’s just a few minutes
drive away from a host of tourist attractions, pictures postcard villages
with a wide choice of dog friendly accommodation options, from camping
to five star boutique hotels such as Chewton Glen & Limewood House
Hotel.
“An Irresistible Setting” Country and Town House
5
Our Host: Chris Packham
Extraordinarily creative and prolific, New Forest resident Chris Packham has
led a remarkable life. He’s gained recognition as a naturalist, television
presenter, writer, photographer, conservationist, campaigner and filmmaker.
Chris is passionate about dogs and dedicated his new autobiography ‘Fingers
in the Sparkle Jar: A Memoir’ to his dogs. He is pictured here with his poodle,
Scratchy.
Of his home in the New Forest, Chris says, “One of the greatest joys is having
my little patch where I walk with my dog.”
As a broadcaster he is a presenter of BBC’s BAFTA Award winning Springwatch,
Autumnwatch and Winterwatch series. Most recently, he has presented the
BBC’s ‘Me and my Dog: The Ultimate Contest.’
Chris said, ”The festival appealed to me because it combines my favourite
things: Dogs, walking in nature, raising funds for causes that I’m passionate
about and spending time in the New Forest. I’m looking forward to a great
couple of days with fellow dog lovers and their dogs at Dogstival.”
6
Dogstival: The Line-Up 6
• Dogstival will stage a main display arena with leading acts and shows
from across the UK providing an action packed line up across the
weekend. Including: Paws For Thought, Rockwood Display Team,
Terrier & Lurcher Show & Shadow Quest.
• A purpose built ‘behavior stage’ with experts giving demonstrations on
the typical mental or behavior problems dogs and owners have at
home.
• The Dogstival Lounge will host talks from charities, Chris Packham,
Andrew White from TV show “Walks Britain”, New Forest stakeholders,
sponsors and vets.
• Come and try zone with Flyball, agility and recall games.
• We’ll have the Dog House Beach Bar and lots of water based activities
including dog paddle boarding and the K9 Aqua Sports Pool as well as
the ‘cool down’ splash zone.
• Pampering zones, a dog treasure hunt around the Pylewell Park estate.
• Live music stage with leading regional bands and artists.
• And a vintage fun fair, including a big wheel with views across the
Solent to the Isle of Wight.
• Over 250 retailers, selling everything doggy related, plus local food
and drink producers, not just a bunch of fast food vans!
• At the very heart of the event will be animal welfare, charities and
responsible dog ownership in the forest.
7
Why the New Forest? 8
Hants & New Forest
has gross disposable
household income
of £21,800pa
compared with
£18,300 across the
UK.
There are 178,000
residents in the New
Forest, 39% own at
least one dog, (or
about 69,000 dogs!), The New Forest is a
compared to national growing tourist
average of 26% * destination attracting
13.5m visitors each
year + 3m nights stays
worth £528m annually
Source: New Forest District Council census 2016
We Love To Spoil Our Pets 9
Owners spend an 66% of owners buy
annual total of accessories for their
£10bn or £1,150 dogs, £200 on
each month on clothes & £264 on
their dogs. * presents each year.**
The pet gifting
Dog Fest
sector saw an
attracted
increase of £2.86m
approx. 68,000
in 2016 taking it to a
visitors across
total value of
days event days
£389m. *** 55% of shoppers in 2018. #
prefer to buy local
& British. Up by 7%
from 2015. ***
Sources: * Mintel, 2016
** Pet Plan 2014
*** One Poll 2015
# Dog Fest 2018
10 Marketing & Event Strategy We’ll use a blend of traditional and new media to drive awareness to core audiences across 8 months. With additional support from a specialist PR agency Bark & Beyond to ensure a fully integrated marketing plan. By creating unique & engaging event content & experiences that dogs & owners love in equal measure. Ensure we tap into owners that love to spend time with, and reward their dogs. Leverage our association and contracted media time with Chris Packham as the face and personality of Dogstival. Strategic partnerships have been secured with Wave 105 FM, Ticket Master, Hampshire Life & Go New Forest Tourism. They will provide in excess of £120k in media value across print, radio and digital.
11 Agreed Partners
Go New Forest 12
• We have a partnership with ‘Go New Forest’ the New
Forest Tourist Board in order to promote the
destination as a great dog friendly place to visit.
• A network of over 400 member businesses across
leisure & tourism
• 1,075,428 annual absolute unique visitors to
www.thenewforest.co.uk
• Cumulative social reach of 23k and 36k email
subscribers.
• They will provide Dogstival with ongoing marketing
support across:
• Home page website banner advertising +
dedicated event listing section
• Monthly newsletter inclusion
• E-shots to members
• Dedicated social posts
• Adverts within the Discover Guide (320,000
copies)
• Forest wayfinder advertising panels across 28
Forest locations
• Access to a wealth of media contacts
Source: New Forest District Council, 2016Wave 105 FM
• The regions most listened to radio station. Wave provides the perfect catchment area across the south coast.
• 407,000 dedicated listeners, 55% of which are ABC1 demographic. 92% are ‘heads of households’ controlling spend.
• Wave 105 inventory includes an dedicated air event launch news piece, ticket promotions, ’12 weeks of mentions within the ‘What’s
On’ radio show, a dedicated webpage within their main site and ongoing social media programme.
Pylewell Park Estate14
Wave105
digitalmedia
Wave 105 engages with millions of users across Facebook, Twitter,
Instagram & wave105.com every week
On Facebook, Wave 105 has over 653,000 likes
with weekly post reach in the millions
Wave 105 is followed by over 86,000 Twitter users
Additionally, Wave 105’s Instagram account has
over 6,400 followers
Wave105.com averaged over 400,000 page views
per month in 201715 Hampshire Life • Leading consumer monthly glossy, read by affluent households across Hampshire & the New Forest. • Hampshire Life will provide a Dogstival with a ‘take over issue’ with front cover ownership, Chris Packham and stand alone Dogstival event feature. • 2 ‘lead article’ digital newsletters with supporting home page content across March & April. • Advertising across Feb, March, April & May. • They have a monthly readership of 40,270, of which 68% sit in the ABC1 demographic. • 70% of those are aged 35yrs+ with 74% being mortgage free. • The website receives 42,000 monthly visitors, 27,000 or which are unique. • The magazine also boasts a strong and loyal social following across Twitter, Facebook & Instagram with a combined audience of 24,000.
Ticket Master 16
• Ticket Master, the UK’s largest agent and online platform
will be Dogstival’s ticketing partner
• 85m unique website visitors per month, 8.6m newsletter
subscribers, 6.1m of those live on the South coast or
South East
• Ticket Master will provide considerable marketing support
that includes:
• Dedicated event listing page
• Launch news piece + 2 additional news pieces solus
blogs
• 8 additional e-shot inclusions
• Minimaster website weekend take overs
• Sharing across social media platforms; 495,000
combined audience
• Facebook Event Page
• Dedicated onsite payment system technologyBark & Beyond PR 17
• To further support our marketing plan, Dogstival is
partnering with specialist PR agency Bark & Beyond.
• They bring over 20 years PR & media experience,
specialising in the pet sector for the last four years for
leading UK brands.
• Relationships with leading national, consumer print
journalists.
• Fluent in the world of bloggers and social influencers.
• Bark & Beyond will provide a seven month dedicated PR
campaign that includes surveys, press trips, promotions
along with leveraging national calendar days.
• On site press office and post event media follow up.
• Client experience includes the BBC, Pets Pyjamas, Pet
Teezer & Lily’s Kitchen.18 Sponsorship & Commercial Opportunities
Stallholder Packages 19 Retail stands (unlimited pitch depth available) • 3m frontage £250 • 6m frontage £400 • 9m frontage £650 Food & Drink Stands • 3m frontage £500 • 6m frontage £850 • 9m frontage £1250 • 50% deposit required to secure a stand. All stands are subject to VAT • Power & water available on request • Charities free • Stallholder camping available on request • Sponsor & partner packages also available • Additional advertising opportunities available in the event programme and online
Headline Sponsorship Package 20
• Naming rights; “Dogstival Sponsored By”
• Lead branding / logo prominence across venue and show ground signage, including;
• Welcome / entry signage, main show arena, come and try zones, music stage & across
all pre-show marketing communications
• Trade stand / exhibition area. Size and space to be agreed
• Naming rights for New Forest Dog of the Year Award
• Rights to run promotions or competitions on site
• 10 free tickets for each day plus exclusive meet and greet with Chris Packham
• Inclusion in Dogstival goodie bags
• Double page presence in the Show Programme: 1 page Advert + 1 page of editorial
• Dedicated press announcement and invitation/ branding at press launch with Chris Packham
• Dedicated Solus newsletters x 2
• Dedicated page on Dogstival website, logo placement on home page and reciprocal links
• Home page main banner display advertising
• Two dedicated social post per month across Dogstival feeds
• Category exclusivity
Cost: £8,000Sponsor Package 21
• Designation of ‘Official Dogstival Sponsor’
• Branding / logo’s across venue and show ground signage, including;
• Welcome / entry signage, main show arena, come and try zones, music stage & across all
pre-show marketing communications
• Trade stand / exhibition area up to 9m x 6m
• Naming rights for a New Forest Dog Award category
• Rights to run promotions or competitions on site
• 6 free tickets for each day plus meet and greet with Chris Packham
• Inclusion in Dogstival goodie bags
• Dedicated press announcement & invitation/ branding to the press launch with Chris Packham
• Page advert in the Show Programme
• Dedicated section on Dogstival website, prominent logo placement on home page and
reciprocal links to sponsors website
• 1 x Solus Newsletter
• Website banner advertising
• One dedicated social post per month across Dogstival feeds
• Category Exclusivity
Cost: £4,50022
Partner Package
• Designation of ‘Official Dogstival Partner’
• Branding / logo’s across venue and show ground signage, including;
• Welcome / entry signage, main show arena, come and try zones,
music stage & across all pre-show marketing communications
• Trade stand / exhibition area up to 6m x 3m
• 4 free tickets for each day plus meet and greet with Chris Packham
• Rights to run promotions or competitions on site
• Inclusion in Dogstival goodie bags
• Dedicated press announcement
• Dedicated section on Dogstival website, prominent logo placement on
home page and reciprocal links to sponsors website
• Website banner advertising on What’s on page
• 1 x Solus Newsletter
• One dedicated social post per month across Dogstival feeds
Cost: £2,50023
Time to Join The Pack?
• Your brand will be at the centre of the biggest dog festival that the New Forest has ever staged.
• Gain access for your brand or product to the approx. 15,000 attending, plus awareness to the wider dog owner
community through 8 months of targeted marketing who live in, or around the region.
• Hampshire & The New Forest is one of the highest dog owning regions in the UK.
• The event will be supported by around £150k of marketing support & media value through a range of strategic
partnerships and a 8 month integrated marketing campaign.
• Ability to tailor any sponsorship needs to suit your budget and marketing objectives.
• The event content and production will be a step-change from every other dog show or festival in the UK.
• Lighthouse Marketing has over 22 years of events and marketing experience with some of the world’s biggest brands.
We have a proven track record regionally with the very successful Lymington Seafood Festival.24
ABOUT US
Big brand thinking, applied with scale
and context, helping businesses with
ambition connect with their
customersLIGHTHOUSE 25
Who are we?
Lighthouse Marketing is an independent full service marketing agency
based in Lymington in the New Forest run by Domine & Richard Nowell.
We specialise in delivering creative, effective and measurable campaigns.
Work with a range local, national and international clients predominantly
across the tourism, food, drink and leisure industries.
Lighthouse specialises in events and draws previous experience working
on international sporting events, concerts and brand launches. In 2017
we delivered the first Lymington Seafood Festival which has attracted
around 25k visitors with coverage on the BBC, The Times, Mail on Sunday,
Waitrose Magazine to name a few!
We’re proud dog owners and passionate about both promoting and
protecting the New Forest. We are really excited about doing something
fun, engaging and something a bit different to your usual dog show!
Take a look at www.lighthouse-marketing.co.uk for more.LIGHTHOUSE 26 Client Experience
LIGHTHOUSE 27
Get In Touch With The Team
Interested in joining the pack? Exhibiting,
sponsoring, blogging, raising your charities
profile or you just have some ideas to share..
We’d love to hear from you
For more information get on the dog on bone!
Domine
01590 676644/ 07912 770777
Domine@lighthouse-marketing.co.uk
Richard
01590 676644/ 07891 598863
Richard@lighthouse-marketing.co.uk28
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