Pets in the City is the right response to a perceived need: the need for a suitable B2C event that has what it takes to represent all the facets of a sector of great and growing economic and emotional relevance.
The project features at least four major innovations:
- It is the first major PET fair to take place in the city centre (fieramilanocity)
- It features the creation of the MILANO PET WEEK (a whole week of events based on play, information and training embracing the entire city), a full immersion experience where digital meets physical in the form of a host of viral activities being developed.
- EDUtainment at all times and on different levels: from improving our relationships with our pets while respecting their behavioural needs to everything involved with living together with them (both indoors and outdoors), including caring for them and taking care of their health and nutrition.
- An immense container that enables everyone to benefit from a direct, qualified dialogue with the experts in the field, creating a meeting place for those who already enjoy the experience of cohabiting with an animal or aspire to do so.