Pawlooza 2025
Graphic Design | Event Marketing | Social Media Management
Generating Barks: Pawlooza Community Growth Campaign
The Context
Pawlooza is one of Ontario’s largest and most beloved dog festivals, drawing thousands of attendees and vendors each year since 2009.
With a three-month promotion window, the goal was to increase ticket sales, boost attendance, grow Pawlooza’s digital community, and create a unified, upbeat brand presence across platforms and promotional channels.
My Responsibility
Improved Pawlooza’s online presence through consistent posting, upgraded visuals, and faster audience engagement, while maintaining cohesive messaging across all platforms and vendor materials.
Designed visual assets, including outdoor signage, print ads, posters, and branded digital graphics
Developed and executed a cross-channel marketing strategy (Meta, radio, CTV) over a 3-month promotional period
Ensured consistent messaging and design across all platforms and vendor promotional materials
Executed live event marketing:
Monitored social channels in real time
Posted live updates
Highlighted vendors
Responded to DMs
Engaged with attendees via comments, shares, and reposts
Strengthened attendee and vendor experience through timely communication and increased visibility
Before
The main character only take up 1/3 of the space
Plain use of colour makes it hard to stand out among other ads
Brand Logo not obvious
After
The dog at the centre naturally attracts viewer’s attention
Brand logo brough to the front
More colourful creates more excitement
Added scannable QR codes for easier access to website and ticket sales
Campaign Impacts
$87.5K
ticket sales with 5K+ attendance
5.95%
average engagement rate across Meta platforms over 3 months
1.75%
Click-Through-Rate of Meta ads in 5 days