Nothing helps people understand a brand like an exceptional event that brings products and services to life. 5W Public Relations (5W) creates events and experiences that inspire and deliver on every level – building excitement, generating buzz and driving sales. As one of the few PR firms with an in-house events team, we tailor events to communicate specific brand messages, whether through one spectacular launch or multiple event exposure across several key markets. From creative concepts and planning, to production and execution, we handle the details to ensure that our clients receive maximum results. From strategy to ideation through execution, we bring the perfect mix of creativity, business savvy and singular attention to detail that ensures the events we produce for our clients come in on time and on budget. From experiential marketing programs that help customers interact with your brand, making a splash at a trade show, to product launches that include consumer activations that generate attention, to celebrity/influencer events that make noise and create buzz, our event programs are coupled with strong traditional public relations campaigns that ignite brands.

1. The Westminster Kennel Club
Goal: Generate pre-event awareness of The 137th Annual
Westminster Kennel Club Dog Show to drive ticket sales
and increase visibility of a newly added second venue,
as well as effectively introduce its branded SmartPhone
App.
Challenge: Promote a second venue moving away from
the show’s long legacy of exclusively taking place at
Madison Square Garden, double the amount of tickets to
sell, and re-introduce the tradition of benching.
Strategy: 5W enacted a robust PR campaign targeting
national and regional media relations program, as well as
via fostering strategic partnerships and promotions.
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2. The Westminster Kennel Club
To secure top national coverage leading up
to the event, 5W saturated media in the
New York tri-state area and local markets
nationwide with unique pitches that
shared the stories of Dog Show entrants,
serving to drive broadcast viewership and
show attendance by fostering personal
connections between the consumer
audience and The Westminster Kennel
Club.
Further, we created consumer-facing
awareness enhancing initiatives including
an opportunity to win exclusive access to
WKC’s “Best in Show” after-party, and
leveraged partnerships with entities like
Bloomingdale’s, Madison Square Garden
and USA Network to ensure increased
media exposure and strong brand
representation. 5W also provided counsel
on the creation of The Westminster Kennel
Club’s SmartPhone App and subsequently
publicized it to drive downloads.
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3. The Westminster Kennel Club
Results:
More than 1,841,036,785
media impressions secured
via features in broadcast, wire,
print and online media
 48,000 downloads of The
Westminster Kennel Club’s
branded SmartPhone App in
less than two weeks.
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