A New Look at A LongSTANDING Tradition

The Westminster Kennel Club Dog Show (WKCDS) is the longest running event at Madison Square Garden and one of the oldest, continuously running sporting events in the world. Yet for an event with such a long storied legacy, the WKCDS was annually promoted with zero content marketing and a standard fare of cookie-cutter TV spots that failed to encapsulate the competition’s unique and dramatic atmosphere. Furthermore, the lack of creative marketing efforts relegated the event to be seen on social as a sub-par experience in comparison to many of MSG’s other sporting events.

To counter this sentiment and reinvigorate the enthusiasm for the event’s annual arrival for years to come, I took a proactive stance to look at WKCDS from a sports entertainment perspective that would capture its fascinating history and breakthrough moments. Using a sports statistician approach, I lead a deep-dive into the event’s history books to build a series of trends and facts that would bring to light the interesting and captivating narratives the Dog Show has produced. Visualizing these storylines into a series of VO animated infographics, a breath of fresh air was brought into the marketing mix of the “Super Bowl of Dog Shows,” stirring renewed interest in the event that not only resulted in a boost to ticket sales but a shift in social sentiment and an internal culture change within MSG towards the brand’s positioning.

• Oversaw research and scripted / storyboarded all pieces of infographics

• Utilized across various key social outlets including Westminster Kennel Club, Fox Sports, Purina and more

• The most engaged / viewed WKCDS content produced through MSG with a direct attribution of 15% of ticket sales, leading to an overall 25% boost YoY