Storybeat have been appointed The Kennel Club’s official content creation and syndication agency.

Crufts is the greatest dog event in the world and celebrates every aspect of the role that dogs play in our lives, with this year’s event taking place at the NEC Birmingham between March 9-12.

In addition to providing a comprehensive editorial, video and photography syndication service to national and regional media from on the ground in Birmingham, we also worked with a myriad of case studies in the run-up to the event to generate preview coverage and help drive footfall to the show’s opening few days.

While we created a wide range of our own editorial content for syndication purposes, we also delivered a sizeable media outreach service to a large number broadcast outlets, most notably ITV and BBC regional TV programmes and local BBC radio stations.

This involved approaching each relevant outlet with a case study, liaising with them to tee up a filming date and ensuring all pre-agreed Kennel Club messaging appeared in the final coverage – which totalled over 20 primetime television packages and 15 radio interviews overall.

Finally, we also delivered an elevated content creation, syndication and media outreach service for what we considered to be the strongest case study from a human-interest perspective, opting for the story of Freya Harris – an eight-year-old girl with Stage 4 cancer – and her beloved Australian Shepherd puppy Echo.

Our interview, video and photography with Freya generated a significant footprint of high-profile national media coverage across broadcast, print and online platforms, with Good Morning Britain and every national newspaper shining a light on her inspirational story.

And this was then followed up by our national and regional syndication from the show itself, delivering more high-value coverage across UK media in publications including The Sun, Times, Daily Mail and beyond.