Background
Talentail first exhibited at the Cat Lovers Festival in October 2022 in Melbourne. Since then, the brand has continued participating every year. In 2026, Talentail has already booked all festivals across, Sydney and Melbourne, reflecting a long-term commitment to the Festival and the pet-loving community.
Since 2022, Talentail has grown significantly across Australia and internationally. Today, the brand participates in major pet exhibitions around the world, including events in the USA, Japan, South Korea, Singapore and China. While its footprint has expanded globally, the Cat Lovers Festival remains one of the most important events in Talentail’s annual calendar.
From Local Foundations to Global Growth
“The experience we gained in Australia gave us the confidence, knowledge, and capability to step into international exhibitions.”
Yolanda Franklyn, Director, Global Supply Chain, Talentail
The early years of exhibiting at the Festival played a foundational role in shaping Talentail’s approach to live events. Each show brought new insights, helping the brand refine how it presents its products, communicates its values and connects with pet parents.
As Talentail expanded into international markets, the skills and learnings developed through its Australian exhibition journey became the blueprint for global growth. The Festival provided a consistent environment to learn, test and improve year after year.
Why Talentail Continues to Exhibit Year After Year
“We continue exhibiting because the Festival delivers genuine long-term value.”
Yolanda Franklyn, Director, Global Supply Chain, Talentail
Long-term participation has enabled Talentail to build deeper engagement with customers and stronger brand recognition over time. Each year introduces new audiences while strengthening relationships with returning customers who actively seek out the brand.
Face-to-face interaction remains central to this value. The Festival provides an opportunity to explain Talentail’s philosophy, demonstrate products in person and create emotional connections that digital channels simply cannot replicate. It has also become the brand’s most effective environment for launching new products, thanks to an audience that is curious, open-minded and eager to discover innovation.
Supporting Brand Growth at Every Stage
“It has been a consistent platform for learning, brand building, and strengthening our presence in the pet community.”
Yolanda Franklyn, Director, Global Supply Chain, Talentail
As Talentail scaled, its Festival strategy evolved. In the early years, the focus was awareness and sampling. Over time, the strategy shifted toward deeper education, stronger storytelling and building long-term relationships with customers, retailers and international partners.
The Festival supported this evolution by offering a trusted platform to test ideas, packaging, messaging and customer experience in real time. It has become one of Talentail’s most effective brand-building tools.
Evolving the Festival Experience
“We’ve moved from being a newcomer to becoming a highly anticipated exhibitor.”
Yolanda Franklyn, Director, Global Supply Chain, Talentail
Talentail’s presence at the Festival has transformed significantly over the years. From learning how to run an expo in the early days, the brand has grown into one of the most recognisable stands at the event.
At the most recent Sydney expo, Talentail’s top-selling product sold out within the first three hours of Day 1, with customers arriving prepared to stock up. Larger premium stands, more interactive activations, a broader product range and a highly trained team have all contributed to higher engagement and stronger post-expo customer relationships.
Long-Term Impact and Brand Loyalty
“The Festival has become one of the most effective long-term brand-building channels in our marketing mix.”
Yolanda Franklyn, Director, Global Supply Chain, Talentail
Consistent participation has delivered lasting benefits, including stronger brand recognition, repeat customers and valuable insights that have shaped product development. Content generated at the Festival continues to support Talentail’s marketing efforts long after each event, extending the impact beyond the show floor.
A Core Pillar of the Marketing Mix
“The Festival gives us something digital channels cannot.”
Yolanda Franklyn, Director, Global Supply Chain, Talentail
While digital marketing provides reach, the Festival delivers depth. Face-to-face conversations, immediate feedback, emotional connection and real-world product experience play a crucial role in building trust and confidence with both customers and retail partners.
Working With the Festival Team
“Their professionalism, warmth, and attention to detail make us feel like we’re working with our own internal team, not an external organiser.”
Yolanda Franklyn, Director, Global Supply Chain, Talentail
Talentail describes its experience working with the Festival team as outstanding. From early planning through to on-the-ground support, the team’s proactive and supportive approach allows exhibitors to focus on what matters most: delivering the best possible brand experience.
Considering Long-Term Festival Participation?
Talentail’s experience highlights the value of consistent participation at a well-designed consumer event. Festivals delivered by Pet Projects International are built to support brands through every stage of growth, from early market entry to global expansion.
If you’re considering exhibiting as part of a long-term brand strategy, now is the time to explore which environment is the right fit for your brand. Book a consultation today and speak with our team.
