Challenge For over 35 years, SuperDogs® has captured headlines across the globe as Canada’s most beloved feature attraction at international-level events. Touring constantly to major fairs and exhibitions in North America, the show consists of the family pets of over 150 experienced trainers. A new management team was looking to revitalize the brand to showcase the star quality and expand its consumer reach.
Solution We rebranded the promotional materials and corporate identity with an enterprise level look and feel. The website was redesigned with more of a vibrant and colourful look to showcase the fun and excitement of the SuperDogs. Social media channels were redesigned and enhanced to incorporate the different channels. Corporate ID materials from business cards to letterhead were revised with the new look from the site. Once the online social presence and internal materials were updated, we revitalized the advertising materials to have more ‘bite’. Print advertisements show the uniqueness of the dogs and the close ties with their owners. Thirty second radio commercials were developed with talking dogs wanting to see a SuperDogs show and television commercials were developed to resemble a movie trailer, showcasing the crowd interaction and high production quality.
Results LMA’s rebranding efforts have resulted in a renewed ‘bark’ for the SuperDogs brand. The revitalized website receives show requests and web/social media visitors are growing in terms of popularity and usage.
The Future SuperDogs is looking to expand their presence from just a show to new merchandising and licensing opportunities such as movies and board games.