Galileo London

The Kennel Club - Crufts 2010

As the largest annual dog show in the world, The Kennel Club have a huge responsibility in organising Crufts and ensuring its success continues to live up to its historic name.

Galileo were asked to develop a slick, highly measurable and rapid-turnaround email campaign to promote the availability of tickets for the show to its diverse membership database.

With so many different messages to convey in a single communication, usability and simplicity of navigation were absolutely key. Different audiences needed different messages, and yet a single piece of creative needed to work for everybody.

By employing best practice email art direction, information architecture and copywriting techniques, the resulting email recorded a click through and sales rate substantially above the industry average, as well as generating valuable requalification data on the database for use in future campaigns. Naturally, every element of the campaign was tracked from end to end, allowing all stakeholders visibility of key performance indicators throughout and, ultimately, return on investment.

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DFS Crufts 2010

Services provided

• Digital Design
• Copywriting
• Information Architecture
• Usability
• Measurement