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Contact:
Tierra Bonaldi / Julie Rowe
The Impetus Agency
(775) 322-4022
tierra@theimpetusagency.com /  julie@theimpetusagency.com

APPA Retains Massmedia|Vanguard To Head Up New National Public Relations Campaign

Greenwich, CT, August 5, 2003 - American Pet Products Association (APPA) announced today that it has retained the services of marketing communications firm MassMedia|Vanguard to assist in launching and implementing an aggressive new national public awareness campaign promoting the benefits of pet ownership in an ongoing effort to increase pet ownership and product usage. MassMedia|Vanguard account executives Tierra Griffiths and Julie Rowe will serve as APPA’s direct contact for media inquiries regarding the pet industry.

“APPA is the perfect fit for us,” MassMedia|Vanguard Partner Tierra Griffiths said. “Being avid pet lovers ourselves, we are passionate about promoting the ideals of this organization and its membership.”

In addition to press releases, media relations, feature stories and special events, the agency’s public relations plan incorporates a national Sponsored Public Service Announcement (PSA) campaign that will gain recognition for APPA and its members and products in addition to promoting the benefits of pet ownership. The agency is working closely with APPA’s new marketing and diversified revenues team to develop this program.

“We anticipate unveiling this exclusive campaign at the Trade Show in March,” said APPA COO Robert Vetere. “This innovative program will enable us to reach a large audience with our message while at the same time providing inexpensive advertising and exposure opportunities to companies in the pet industry.”

The goal of the campaign is to have PSA’s promoting the benefits sponsored by pet-related companies airing in major television markets across the country.

MassMedia|Vanguard is a full-service, public relations, advertising and marketing communications firm specializing in media relations, public relations and community affairs. The agency has four offices in the U.S. and excels at helping its clients build strong brand recognition and achieve desired results. For more information about the agency, please visit them online at www.massmediapr.com.

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Founded in 1958, the American Pet Products Association is the nation’s leading not-for-profit trade organization serving the interests of the pet product industry and educating the public on the many joys and health benefits associated with pet ownership. APPA’s membership consists of over 750 companies, which include both small businesses, as well as the nation’s leading pet product companies.