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'paws Down,' Boner Takes First In Race For Fla. Greyhounds

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The Boner Group in Palm Beach, Fla., has signed The Palm Beach Kennel Club as a client.
Billings are estimated to be in excess of $1 million, according to the agency. The centerpiece of the business is the Kennel Club, a greyhound racing and television simulcast complex in West Palm Beach, Fla.
Boner defeated a field that included 11 undisclosed Florida agencies.
"Our strategy centered around direct relationship marketing to the kennel's core audience, while attracting a larger share of entertainment-oriented visitors using outdoor and television," said agency president Gina Boner.
The shop's pitch presented "Paws down, the best entertainment value" as a tagline. Media employed will include broadcast, outdoor and print.
--Jim Osterman