Driving rapid demand and commercial payback for Bruce's Doggy Day Care new centre launch
“Using her experience Sarah quickly got under the skin of the brand and the business to understand the challenges and identify the areas of potential.
She is personable, honest, and easy to work with, with energy and enthusiasm to move a brand forward”.
Launching a new centre with momentum, demand, and immediate return
McCrae Partnership supported Bruce’s Doggy Daycare in the launch of their new High Wycombe centre, delivering a fully integrated activation designed to drive awareness, demand, and rapid commercial return.
The objective was not simply to open doors, but to build momentum ahead of launch, convert early interest into committed customers, and deliver payback within the first operating year. From digital activity and PR to launch-day experience, the activation was engineered to translate visibility into sales.
The result was a fully attended opening event, strong early occupancy, and a step-change in Bruce’s positioning as the UK benchmark for professional dog daycare.
The Brand
Founded in 2008 across the Surrey countryside, Bruce’s Doggy Daycare is a multi-award-winning business and recognised leader in dog daycare in the UK. The brand is built around providing structured, enriching experiences that genuinely improve a dog’s life; setting a higher professional standard in a fast-growing industry.
The Challenge
To launch Bruce’s new High Wycombe centre in January 2020, generating sufficient awareness and demand to deliver commercial payback by September 2020. This required rapid visibility, strong local engagement, and clear differentiation — converting interest into bookings quickly in a competitive market, while reinforcing Bruce’s leadership and premium standards within the category.
The Impact
McCrae Partnership delivered a fully integrated 360° launch campaign spanning digital, PR and on-the-ground activation.
The campaign drove a 40% increase in website traffic and a 13% uplift in conversion. This ran alongside extensive PR coverage and a fully attended launch event that immediately converted interest into sales. The centre achieved its commercial objectives within the target timeframe, while strengthening Bruce’s reputation as the leading professional standard-setter in UK dog daycare.
“This wasn’t just about opening a new centre. It was about building demand early and converting it fast”.
From launch strategy to commercial delivery
- Launch strategy and activation planning
- Integrated digital campaign delivery
- End-to-end project management
- Local PR strategy and execution
- Launch event planning and delivery
- Demand generation and conversion focus
- Aligning business and stakeholders