More Th>n | Content | Experiential
London has a tour bus for everyone. From typical open-top sightseeing tours to afternoon tea and cake buses. But the one thing they all have in common? They’re always for humans. That all changed, however, when we launched the world’s first city tour bus for dogs for our client MORE TH>N, where every element of the bus tour catered to man’s best friend.
The tour invited owners and their dogs to experience a whistle-stop sightseeing experience of London like no other. The carefully crafted route saw pooches taken to some of the city’s best parks and city centre dog walking hotspots. Along the way, live onboard commentary for owners lifted the lid on the capital’s rich canine history, including the ministerial dogs of Downing Street, the many corgis that have shared ‘Barkingham’ Palace with the Queen and even Hyde Park’s secret pet cemetery.
The tour bus for dogs was a launch tactic for MORE TH>N’s new ‘DOGGYSSENTI>LS’ service: a monthly delivery of everything your dog needs, including an innovative activity-tracking collar, healthy treats, toys and treatments.
The sell-out tour rivalled Hamilton for being the hottest ticket in town in the week it ran, with hundreds of dogs and their owners jumping onboard the aptly numbered K9 bus to experience it for themselves.
The story also got the media’s tail wagging, landing over 100 pieces of coverage and counting. Highlights include national features with the Daily Telegraph, Sunday Express, Daily Mail, Metro, Daily Star, broadcast coverage on ITV News, BBC Radio London and Capital FM, and big online hits with Mashable, Buzzfeed, London Evening Standard, Grazia, Condé Nast Traveller, Time Out, MSN, Yahoo! and AOL to name but a few.
The tour bus for dogs was also perfect content for the Facebook pages of media titles, with Buzzfeed, MTV, The Sun, Business Insider and the i joining the tour and filming Facebook Live content for their followers.
Finally, despite being a tour of London, the idea proved its global legs, with a massive haul of coverage appearing in publications hailing from Spain, China, Italy, Netherlands, the USA (namely the Washington Post), Egypt, India and even Singapore!
A truly paw-some set of results all round.