The Royal Kennel Club Crufts club sign-ups across the show floor

What we did

The Royal Kennel Club launched Crufts Club, a membership programme giving dog owners expert advice, exclusive content and year-round support, at Crufts, the world's largest dog show, which welcomes tens of thousands of visitors to the NEC Birmingham. We supplied exhibition staff and two event managers to drive sign-ups and engagement across the entire show floor.

We provided 30 staff per day across five event days, led on site by two dedicated event managers who looked after staffing coverage, daily operations and team performance at the venue throughout. Behind the scenes we handled recruitment, scheduling, staff briefings, on-site preparation and a dedicated training day covering messaging, GDPR and engagement targets.

• Welcomed visitors across the show floor and introduced the Crufts Club membership
• Gave quick 30-second membership pitches and talked dog care with owners
• Signed visitors up on iPads for fast digital enrolment
• Offered two-minute pre-registration to visitors short on time
• Managed queues and directed visitor flow during peak periods
• Supported the Polaroid photo areas
• Passed interested visitors to Kennel Club representatives for deeper conversations
• Captured member data in line with GDPR

For large exhibitions in the Midlands, our event staff in Birmingham can plan, brief and manage a team of any size, and our brand ambassadors make a membership drive feel natural rather than a hard sell.