How On Ideas Fetched Success for Pet Paradise
Pet Paradise, a builder and operator of upscale pet boarding facilities, was formed in 2002 in St. Augustine, Florida. While fast becoming well-known locally, the company had ambitions as a major franchise and lacked a strong identity outside the area.
On Ideas was hired to develop a brand look and feel to distinguish Pet Paradise and build awareness of a new brand in the category. To that end, On Ideas introduced an integrated advertising and public relations campaign to communicate Pet Paradise’s points of difference and built awareness in both current and prospective markets.
A fresh visual identity was created that reflected a quality brand that would resonate with concerned pet owners. A new logo and tagline, ‘Pet Paradise. Paradise for pets.’ and upmarket look and feel were incorporated into all brand communications; from spot-market TV to company stationary, with new print advertising, outdoor and a totally redesigned website in between. Additionally, PR opportunities such as Grand Opening events were mined to great effect in local news media.
Once the new brand voice was established, On Ideas developed a media and community relations program to introduce Pet Paradise to new markets and build on goodwill in established locations.
In testament to the campaign’s ongoing success, expansion plans are well underway throughout the states of Florida, Louisiana and Texas, with many additional locations planned for the Southeast U.S. and beyond over the next five years.
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