Regional paper houses pets

NZ - An ad in a regional New Zealand newspaper successfully finds homes for unwanted animals at Tauranga SPCA.

Brand: SPCA
Media: Regional newspapers
Date: January 2009
Objective: To find homes for unwanted animals at Tauranga SPCA.

The problem

Tauranga SPCA was being overrun by an influx of unwanted animals. The shelter had seen a rise of about 25% in abandoned animals compared with the same time last year. Each year, the shelter deals with about 1200 cats and kittens and 700 dogs and puppies.

The marketing solution

On the 10th January, the Bay of Plenty Times, a regional daily newspaper, ran a full page colour advertisement showing photos of 24 animals needing new homes.

On an average day, 47,000 people read the Bay of Plenty Times. High readership combined with the high engagement people have with their local paper enabled the SPCA to successfully connect with their audience.


From just one running in the regional newspaper, the advertisement found 22 of the 24 animals it had featured new homes.

What the client said

“The power of newspaper advertising was reinforced when 24 of our precious homeless animals were shown on Saturday the 10th January’s paper with sensational results.

By the following Monday afternoon, all but 2 had been re-homed with the remaining animals also finding homes shortly thereafter.”

Tauranga SPCA manager John Esdaile.

Download a one-page summary of the case study below.

For more research, visit these sections of our website:

  • Case Studies: housing case studies from Australia and around the world
  • Creative Benchmarking: Research into how Australian consumers engage with recent newspaper ads from a range of categories.


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