To change the perception of greyhound racing GRA decided to develop and implement a new 'Love the Dogs' brand identity. Love the Dogs branding was included throughout the press and broadcast advertising andconsideration in media planning was implemented to reach a younger target emographic. Adverts needed to be 'lifestyle' orientated and communicate the exciting, fun, social aspect of greyhound racing. In addition to generic awareness advertising it was necessary to produce direct response voucher style press adverts to target new customers and provide data capture pportunities. Press advertising was supported by local radio advertising in each area.