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03/02/2010

A month into the GBGB’s latest national advertising and marketing campaign, 2for1dogs.com and initial results are positive. Local marketing and advertising started on January 1st and last week saw the commencement of national TV and radio ads.

The offer admits 2 people for £1 including racecards, available at 23 of the 26 tracks by logging onto www.2for1dogs.com and downloading a voucher. The website presents visitors with a further range of offers available at each track providing the opportunity for the customer to tailor their individual night out.

James McCreadie, GBGB press officer said: “This is a hybrid campaign of national broadcast and local marketing. The new offer replaces the 1p meal deal which ran for 18 months. Localised marketing activity has gently introduced the concept and with the start of the national TV and radio ads last week, greyhound racing is now reaching audiences watching shows on Channel 4 such as Friends, The Simpsons, Celebrity Big Brother and Deal of No Deal.

“Selling the unique night out to a young, diverse audience with a simple, price led compelling offer the TV creative covers greyhound racing, different ages and sexes, fun and restaurant scenes. TV slots have also been booked throughout February and March right across Sky channels including Comedy Central, Extreme, MTV, Sky Sports, FX and the movie channels to take a sample. National radio ads will be aired on Talksport throughout February.”

The GBGB will also be using local and national databases to send 3 bursts of emails throughout the campaign. A variety of events and PR will continue to bolster the marketing activity including a national twins’ convention to be held at tracks, coinciding with the end of the broadcast period to push momentum right through March.