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A new twist on the traditional dog adoption concept generates national publicity
A New Beginning, an Orlando-based, no-kill animal rescue, provides foster homes and loving care for dogs and cats it takes in from kill shelters.
The economic downturn resulted in a rash of pet surrenders and the rescue had run out of foster families to host animals in need.
A New Beginning needed to do something that would both help raise their profile in the Orlando area as well as provide an avenue to find good, permanent homes for their animals.
Julison Communications created and planned a dog adoption event based on the traditional speed dating model. Dubbed "Dog-e-Harmony," the event was held just before Valentine's Day.
The event was held at an upscale wine bar and themed around Valentine's Day. Specialized "dating" profiles were created for the dogs and they were dressed them in appropriately-themed outfits.
Representatives from A New Beginning did numerous live TV and radio interviews promoting the event and one of Orlando's top radio broadcasters featured the event on his show and emceed the actual event.
Dog-e-Harmony was featured in a total of 28 stories between all five local TV affiliates the week of the event. The Orlando Sentinel produced a large feature story which was placed on the cover of the Local section.
Additionally, The TODAY Show aired a more than two-minute feature nationally following the event.
The event exceeded all of the objectives set forward by A New Beginning and the buzz generated catapulted the rescue to an unprecedented level of awareness in the local community.