Insurance brand More Than has launched what it claims is the world’s first ever city tour bus for dogs, with every element of the experience designed to appeal to man’s best friend, in London.

The tour was created to promote MORE TH>N DOGGYSSENTI>LS, a new pet care and protection offering which the insurer claims provides “all the essential items for a happy and healthy dog, delivered direct to your door each month.”

Owners and their dogs were invited to sign up online for tickets for the tours via London-focused ticketing website www.billetto.co.uk. Tickets, offered on a first come, first served basis, entitled two humans and one large dog or two small dogs to experience a whistle-stop sightseeing experience of London last week, with three tours a day over three days (January 17th through 19th).

The carefully crafted bus route picked up passengers by Lambeth Palace and then took in some of London’s best parks and city centre dog walking spots, including Hyde Park, Kensington Palace Gardens and Green Park. Along the way, live onboard commentary for dog owners explored London’s canine history, including the ministerial dogs of Downing Street, the many corgis that have shared Buckingham Palace with the Queen, the location of London’s only dog cemetery and the home of the Kennel Club, with London’s biggest collection of dog paintings.

The route itself centred on a number of London’s most scenic dog-walking hotspots, including Hyde Park and Green Park, for owners to disembark the bus and take their pooch for a stroll if they chose. Guests were also provided with a handy leaflet mapping dog-friendly pubs, bars and restaurants in the area, where owner and dog can refuel together post-walk.

To celebrate the launch of MORE TH>N DOGGYSSENTI>LS, every dog owner joining the bus tour was also gifted a travel-size version of the MORE TH>N DOGGYSSENTI>LS box, containing treats and throwing balls.

More Than’s PR company, Cow PR, came up with the idea for the tour and created and executed it.