On behalf of its AKC Registration Statistics publicity campaign, the AKC Communications Department...
On behalf of its AKC Registration Statistics publicity campaign, the AKC Communications Department has been awarded the 2005 Bronze SABRE Award in the "Research for Publicity" category. AKC's winning campaign was selected among prestigious finalists such as Novartis Pharmaceuticals, Piaggio USA, Korn/Ferry International and DuPont.
The SABRE (Superior Achievement in Branding and Reputation) Awards recognize public relations efforts that demonstrate the highest standards of strategic thinking, innovation, integrity and effectiveness. The awards are sponsored by the Holmes Group, the leading analyst firm for the public relations industry, and are judged by public relations industry influencers.
Each January, AKC's Communications Department issues the previous year's annual registration figures announcing the "Top 10" dog breeds in the nation, and more recently has included breakdowns for major U.S. cities. One of the main objectives of the campaign is to establish AKC as the premier resource for news media seeking information about purebred dogs so that consumers understand the benefits of registering with AKC.
In 2005, AKC Registration Statistics reached an audience of nearly 38 million including placements in USA Today, New York Times, Washington Post, YAHOO Homepage, TIME For Kids and National Geographic Kids. Results from the campaign have increased exponentially each year (from nearly 5 million in 2003 and 12 million in 2004). Furthermore, AKC's 2005 Registration Statistics (released in Jan. 2006) have already reached an audience of over 59 million in just five months since their release. We expect to garner even more coverage throughout the year.
A gala honoring AKC and the winners of other SABRE categories will be held May 9, 2006 at the Sheraton New York Hotel and Towers in Manhattan.