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Capturing the spirit of our animal-loving nation, interactive agency Pancentric Digital has teamed up with the UK’s number 1 pet insurance provider Petplan, to engage the pet community with a Guinness World Record attempt for the largest ever gallery of pets.

Of the fully integrated consumer campaign Alison Andrew, marketing manager, Petplan, says “We know that online is one of the best ways to attract and reach a new audience. In response to this we have developed a campaign that puts us directly in touch with our target audience and gives them a chance to interact with the brand in a fun and easy way.”

The aptly named ‘Petrait’ gallery, which soft launched exclusively to Petplan policy holders earlier this month, now invites pet owners and pet enthusiasts around the country to upload and share their personal pet pictures on a designated website, custom designed and built by Pancentric Digital.

The site offers exclusive content from UK portrait photographer of the year, Jackie King, including her top 10 photography tips to help users create the ‘purrfect petrait.’

The website is multi-functional, combining a visually interesting design with practical functionality.  Visitors are able to view the entire gallery of pets, manage their own pet album and purchase a range of merchandise, such as mugs, T-shirts, and much more with their pets’ photo printed on them (*only available in the UK). 10 percent of the proceeds will be donated to the Petplan Charitable Trust during the course of the campaign. In addition, visitors can learn more about Petplan and be transported directly to the Petplan transactional site if they would like to find out more about Petplan pet insurance policies

Once the record -breaking number of pictures has been reached the campaign will culminate with the grand opening of the National ‘Petrait’ Gallery- a public gallery, in a unique London location, that will exhibit every single picture uploaded. Petplan policyholders, the press, vets and Petplan’s associated charities will be amongst those invited to attend the gallery’s opening night.

A Guinness World Record Official will verify if Petplan have set a new world record for the largest ever exhibition of 138, 355 images displayed at the same time.

To check out the latest number of pets on the Petrait Gallery, please visit: www.petraitgallery.co.uk

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About Pancentric Digital

Pancentric Digital is a full service interactive agency, specialising in Strategy, Web 2.0, Site Design & build, Search Marketing, E-marketing, Video & Rich media. Clients include, Petplan, BBC, Kerry Foods, Burger King, Cadbury, Pepsico, IPC Media & Learn Direct.

Find out more at: www.pancentric.com

Media Enquiries

Lauren Hopwood, Marketing & PR Manager

Tel: 020 7099 6370

Email: Lauren@pancenrtic.com