Event Marketing Case Study: Paws and Claws in the Park 2021

Event Case Study

Paws and Claws in the Park

In 2021, Robust Promotions developed, promoted, and executed
the Paws and Claws in the Park 2021  event in Villa Park, IL.

Guinness world records official attempt largest dog wedding ceremony

Challenge

As the Chicagoland area emerged from the Covid-19 pandemic lockdown in 2021, the newly-rebranded Villa Park Community F.U.N. (Focus on Unifying Neighbors) Commission was looking for a fun and unique way to bring the community together and raise funds for charity as part of the village's annual Paws & Claws in the Park animal adoption event.

The Solution:

Villa Park Community F.U.N. Commission Aims to Break Title for Largest Dog Wedding Ceremony


As the centerpiece of the Paws & Claws in the Park animal adoption event slated for Saturday, September 25 at Lions Park, 320 E. Wildwood Ave. in Villa Park, the Villa Park Community F.U.N. Commission attempted to break the GUINNESS WORLD RECORDS title for the Largest Dog Wedding Ceremony.


"After the events of the past year, leash holders are practically begging for a reason to come out of their dens and celebrate with their dogs. We are also excited about raising money, and awareness, for these worthy charitable organizations."

- Leslie Allison-Seei


With all the wedding registration fees raised being distributed to several local-area pet charities in attendance on the event day, the event was able to draw from not only fellow DuPage County, Illinois communities, but the entire metropolitan Chicago area. (Villa Park is about 20 miles west of downtown Chicago.)

SOURCE: hbo/real time with bill maher

Multi-Channel Promotion & Partnerships

  • Local, national and international press coverage
  • Social media promotion and advertising across Facebook, Twitter, and Instagram
  • Facebook posts alone reached 156,741 people in the final 24 days before the event
  • Live streaming of the event
  • Custom promotional video series
  • TV and radio appearances
  • Point-of-purchase marketing materials at partner and sponsor businesses
  • Street marketing team in Villa Park, including mascot Sammy Paws
  • Press releases and media releases
  • GUINNESS WORLD RECORDS® Official Attempt
  • Event-Day Doggy Speed Dating
Two little girls with face paint are standing next to each other
A woman is holding a small dog in her arms.
A group of dogs in a cage with a bowl of food
A wedding cake with two dogs on top of it is on a table.

Photos: Paws and Claws in the Park 2021 (B-Roll Stills)

Results

Although the event fell short of breaking the title -- which was  achieved by 178 dog pair in Littleton, Colorado in May 2007 -- the event was a barking success.


At the end of the ceremony, Villa Park Village President Nick Cuzzone gave the closing command: "You may now bark your vows. One of the attendees and organizer Leslie Allison-Seei told the Daily Herald that although the record wasn't set, it was still a great way to end the ceremony:  I can't tell you how many dogs started barking. It was really a cute moment."   WKFR-FM 103.3



"... it was a very well organized event and everyone there seemed like they were having a great time."

- Claire Elise Stephens, GUINNESS WORLDS RECORDS® Adjudicator


"Did Villa Park break the record for hosting the worlds largest dog wedding ceremony? Villa Park Community F.U.N. Commission Chair tells all"   WGN Radio

In the News (and the Conversation)

From WGN Chicago to HBO's Real Time With Bill Maher to Brazil and back, the press efforts reached an estimated people across 20 countries around the world.


News releases that placed the story in both local and international contexts help drive the successful media coverage. The positioning needed to abide by Guinness World Records’ guidelines while also conveying compelling elements, such as the history of the unusual, quirky record; the key organizer’s personal involvement in the 2008 record attempt; and the distinct name of the government agency that was behind it all: the Villa Park Community F.U.N. Commission.

A group of people and their dogs are standing in front of a building.
A logo for paws and claws in the park
A group of people are playing a game with red buckets filled with cotton candy.
A shar pei puppy wearing a party hat is sitting on a table.
A group of people walking dogs on a red carpet
A white and black dog with its tongue hanging out

Sponsors

Not only did the event bring together the community, it was also embraced by a large number of regional and local sponsors, helping build back the local economy after the hardship of the Covid-19 pandemic.

A black and white logo for phillips flowers and gifts
A bunch of logos on a white background including one for ruff life
A bunch of logos on a white background that say in kind

The Best of Paws and Claws in the Park 2021

  • A woman is holding a small dog in her arms.

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  • Two little girls with face paint are standing next to each other

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  • A black and white photo of a wedding cake on a table

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  • A man in a suit and tie is talking about bones pugs-n-harmony

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  • A group of people and their dogs are standing in front of a building.

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  • A group of dogs in a cage with a bowl of food

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  • A man is standing on a stage talking into a microphone.

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  • A wedding cake with two dogs on top of it is on a table.

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  • A yellow and white van with the word akidoki on it

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  • A teddy bear is holding a sign that says

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  • A group of people are playing a game with red buckets filled with cotton candy.

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  • A group of people are walking their dogs on leashes

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  • A yellow and white van with the word akidoki on it

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  • Two girls are sitting on a stool with their dogs in front of a sign that says `` just married ''.

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