Purina continues Pro Plan Protection Tour
By Adnews Staff
Pet food maker Purina has resumed a promotion called the "Purina Pro Plan Protection Tour" for a third year. This national event marketing program, conducted by Publicis Dialog, consists of a series of special events and event sponsorships in support of the company's Pro Plan line of dog and cat foods. Consumer events have so far taken place at the Calgary Home and Garden Show, the BC Home and Garden Show, the Whistler DogFest and the Toronto Sportsman's Show. Upcoming sponsored events include fourteen days of "Pro Plan Dog Stars" trained dog performances at Ontario Place in Toronto in May and July, and a show at the Hamilton versus Toronto CFL game on September 5. The promotion also includes a consumer contest, the winner of which will receive a Sony LCD television. The Web-based contest is located at <http://www.purina.ca/proplancontest>. "The tour is an opportunity to introduce pet owners to Purina Pro Plan brand pet food and its different formulations through grassroots sampling and face-to-face contact with the brand," said Diane Wysocki, general manager of Publicis Dialog. "Our program is designed to communicate the brand's scientific credentials while converting trial to loyal users and building a pet owners database nationally."