Isle of Wight takes peculiar publicity approach

by Emily DUNBAR on March 26, 2012

A new publicity initiative launched by officials in the Isle of Wight is turning heads by taking an unusual approach.

Dogs, the animals often referred to as a man’s best friend, have been made the main focus of the campaign and a 24-page guide, which is entitled ‘Pawprint’ and has been commissioned by leading ferry operator Wightlink, features a colorful cast of “dog reporters”. Pawprint has been designed to promote the island as being a canine-friendly destination.

Isle of Wight publicists have described the guide as being written by dogs and humans to make clear all of the things that contribute to making the island a fantastic place for dogs to come on holiday to with their families. The guide includes the varying haunts of twelve four-legged residents on the island. They include Sherrie, apparently an accomplished surfer, Breez, an experienced Alsatian, and Daisy-May, a leading dog hotelier.

The release of the new booklet is timed to run-in with April’s National Pet Month, which Wightlink will promote free travel for canines on their ferries throughout. The Isle of Wight is often tipped as a great destination for pets as it is merely a short journey on the ferry from England’s south coast.

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