In early June 2005, my Department launched a licensing communications campaign including PR, advertising and direct mail which targeted small independent businesses. The awareness-raising campaign proved highly effective and, together with the efforts of local authorities, trade associations and other stakeholders, helped increase the overall rate of applications from less than 5 per cent. in May 2005 to an estimated 98 per cent. of expected applications having been made by the time the new regime came into effect on 24 November.