A case for unlikely publicity partners

There’s a saying that when you want publicity, bring kids or puppies to the presser. Kids are best saved for another event, however. For this one, a special blend of NIL takes the stage.

In Florida and beyond, pet lovers are snapping photos of their furry friends to enter in the 11^th annual My Best Friend Wine Label Contest that benefits Pet Alliance Orlando. 

Quantum Leap Winery invites pet parents throughout the United States to submit a photo of their dog or cat through July 31 with a note describing “why you rescued your pet or how they rescued you.” The contest-winning pet will see their name, image and likeness featured on the 2024 “My Best Friend Wine” label and their humans will receive a case of wine with their pet’s pic on each bottle.

Why the event is a publicity and marketing winning combo:

• A non-profit pet rescue partners with a company that built its business based on a combined love for wine and environmental conservation. The result is a contest that builds community with two things winery owners love at the fore.

• News of the event boosts conversation among several audiences: pet lovers, wine connoisseurs, conservationists and marketers.

• Fees to enter the contest ($5) and vote ($1) are minimal and all proceeds annually help house and provide health services for 3,500 homeless dogs and cats. (The contest has raised $378,649 to date with this simple model.)

• The photo entry that receives the most votes is featured on wine bottle labels for the next year. Second through 10^th -place finishers also receive prizes. What do you think – do furry friend pics and the chance for wine delivered to your door make you want to talk about the contest?

A reported 66% of U.S. households own a pet, with dogs being the most popular; owners spend millions of dollars on care and keep each year. It’s not a reach to think that winning pets brings more than bragging rights to the My Best Friend Wine Label Contest. There’s ongoing publicity for the winery and rescue, and incentive for other pet lovers to buy their beverages from Quantum Leap instead of others. Not to mention the main messages of pet rescues: adopt don’t shop.

My Best Friend Wine Label Contest is open to dogs and cats in all 50 states and the District of Columbia whose owners are at least 21 years old.

Visit https://www.gogophotocontest.com/mybestfriend for more information.

© Gail Sideman, gpublicity 2024

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