O&M unveils press campaign for MAFF Pet Travel Scheme

The Ministry of Agriculture, Fisheries and Food is launching a press campaign through Ogilvy & Mather to publicise its new Pet Travel Scheme.

The Ministry of Agriculture, Fisheries and Food is launching a

press campaign through Ogilvy & Mather to publicise its new Pet Travel

Scheme.



The campaign takes a humorous look at pets on holiday and breaks with

’X-ray’, an ad shot by Nick Veasey. It features an X-ray of a dog’s

suitcase which is packed with holiday items.



The other executions, which were shot by the animal photographer, Jack

Daniels, feature a dog on a snowboard, a cat sipping a cocktail by the

pool and a cat with a name tag which says ’Fluffy’ in three

languages.



The campaign aims to raise awareness of the scheme, which will allow

cats and dogs to travel to and from western Europe from 28 February, and

to encourage pet owners to seek further information.



Steven Goodwin, business director at O&M, said: ’We wanted the

advertising to reflect a charm and humour that would appeal to animal

lovers.’



The campaign will run in the tabloid and broadsheet national weekend

newspapers from 5 February.



It was art directed by Robert Messeter and written by Michael Crowe.



Media buying is through MindShare.



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