Beneful Smart Spa for Dogs Tour

To support Nestle Purina's new line of Beneful dog food, Grand Central Marketing developed, produced and managed a national publicity and promotional tour designed to reach dog owners and their dogs.

Each event included nutrition, personal care, grooming and exercise stations for dogs including a Beneful dog bar, Jog-a-dog treadmills, Hydrosurge massage baths and grooming tables. Experts on location included a canine nutritionist, a massage therapist, a dog groomer and trainer. Each Smart Spa event was held in a major metropolitan dog-friendly parks including Central Park in New York, Lincoln Park in Chicago and Memorial Park in Houston.

GCM managed all aspects of the 13-city tour including: city park negotiations and permitting, inventory, staffing, set design and production, local market pre-promotion and all other logistics. GCM Road Managers transported materials across the country in a Beneful-branded truck and, with each Local Manager, supervised all aspects of the program's 6,000 square-foot set up.

The tour generated extensive media coverage and reached millions of targeted consumers with Beneful's key brand message: wholesomeness, joyfulness and contentment.