To celebrate Fancy Feast's 20th anniversary year, we built a "Tour d'Elegance" website, centered around a sweepstakes competition. The integrated media campaign was highly focused on connecting the brand's core audience-high to mid level loyal Fancy Feast customers- by means of their interest in travel. We built a virtual tour on the website that welcomed online users to visit 5 of the cities that the Fancy Feast cat has traveled to in the last 20 years– Paris, Venice, Aspen, Malibu and the Greek Islands. In addition, the viewers could participate in an online sweepstake's, in which they could win a trip to any of the 5 highlighted cities. We successfully drove our target audience to participate in the sweepstakes by marrying the message with content that is appropriate to the interests of Fancy Feast consumers.