USA Network is going to the dogs again.
To boost consumer awareness for its upcoming live Westminster Kennel Club
Dog Show coverage beyond canine-competition enthusiasts, the network has
developed a 'We Love Dogs' consumer and trade-marketing push designed to attract
those who favor pooches in general.
The network is doing more marketing than usual this year, to hammer home the
show's status as a 'signature USA event,' a spokeswoman said Thursday.
Already a popular perennial -- USA dubs it 'the Super Bowl
of Dog Shows' on its Web site -- the event's coverage peaked at a 4.0 average Nielsen Media
Research household rating (or more than 2.8 million homes) in 1998, which tied
its 1996 record.
A year ago, the event posted a 3.6 average rating, which translates into 2.8
million-plus homes, the network said.
With six hours of live primetime coverage set for Feb. 11 and 12, the event
will make its 19th annual appearance on USA. Joe Garagiola will host for the
There will also be related features on USA's Web site. The site offers
viewers a 'sneak preview' of six planned on-air features, the opportunity to
download a We Love Dogs computer-wallpaper design and a means to order the video
of the 2002 show, as well as a tie-in book.
In a departure, USA has added a preview special, Westminster 2002: The
First Look, due Feb. 10 at 7 p.m.
This year, the programmer will link the 126-year-old show in various ways to
the search-and-rescue dogs that have participated in the World Trade Center
recovery effort since Sept. 11.
USA, presenting sponsor Pedigree and the Westminster Kennel Club will pay
tribute to the National Association for Search & Rescue via a package of
on-air vignettes and an eight-page advertorial section in Us Weekly and
The New Yorker.
The latter section will include such dog-loving celebrities as The
Sopranos' James Gandolfini; Angie Harmon (formerly of Law &
Order) and her husband, football player Jason Sehorn of the New York Giants;
and actor Matthew Modine.
USA, Pedigree and Westminster also announced that they will donate a combined
$275,000 to the NASR.
In another new wrinkle, USA has slated a pre-Westminster
fund-raiser event to honor the NASR canines -- the first annual 'Tea &
Biscuits' Party/Silent Auction, Feb. 6 at the American Park restaurant near