Petco Goes on Voyage

Petco is tying into a National Geographic Channel sweepstakes promoting the network's upcoming Galapagos program.The "Explore Galapagos" sweepstakes awards a grand-prize 10-day expedition to the Galapagos Islands, Ecuador. The prize includes seven-night accommodations aboard an expedition ship and a trip to the islands, complete with such adventures as kayaking, snorkeling and nature walks in Galapagos National Park guided by a National Geographic "Explorer-in-Residence."The sweeps was featured in Petco's recent circulars and on its web site. Kaleidoscope Promotions, The Woodlands, TX, handles. The promotion began Feb. 26 and ends March 19. Entry is on a dedicated web site or by mail. Galapagos premieres on the National Geographic Channel on Sunday, March 18 at 8 p.m.The promotion leverages Petco's ongoing partnership with the National Geographic Channel, which began in 2006 with co-promotions leveraging the network's series, Dog Whisperer with Cesar Milan. Petco is now presenting sponsor of the series.In other activity, the chain held its inaugural Spring Pet Fashion Show on March 3 at stores nationwide. The first 20 participants at each store received a free "Pup-arazzi" Polaroid photo in a special frame and treats from the show's sponsor, Dick Van Patten's Natural Balance.The event was promoted via stanchion signs and circular features. The retailer's exclusive line of pet apparel and accessories, Dickens' Closet, received front-end placement on merchandising racks leading up to the show. The chain offered a 25% discount off the line to members of its Petco P.A.L.S. loyalty program.Privately held Petco, San Diego, operates approximately 850 stores in 49 states and Washington, DC.

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