Social media budget for 'Scotland is Now': FOI release

FOI reference: FOI/18/01125
Date received: 12 April 2018
Date responded: 16 May 2018

Information requested

Details of the Scottish Government's social media budget to promote the Scotland Is Now initiative, namely; the total social media budget, the social media budget targeted for an international audience, the social media budget targeted for a domestic audience and any other social media budget for a specific audience segment, with a brief description of the segment.

Response

Scotland is Now is a collaborative effort between the Scottish Government, VisitScotland, Scottish Development International and Universities Scotland with a combined projected international marketing budget of £6 million to deliver 'Scotland is Now' by the end of 2018/19.

The attached Scotland is Now budget breakdown details committed spend across all partners for 2017/2018 and 2018/19 and includes geographical and media channel splits, digital production and advertising, creative development, advertising and production costs.

All future investment during 2018/19 will be dictated by the results we achieve from the first phase of the campaign.

Budget planning beyond 2019 will form part of the forward business planning process. The attached document provides the answers to your questions as below:

1. Scottish Government total social media budget.
2. Scottish Government social media budget targeted at an international audience.
3. Scottish Government social media budget targeted at a domestic audience.
4. Scottish Government social media budget for any other specific audience segment, with a brief description of segment.

Other than social media activity in China, the Scottish Government has no committed social media budget for any other audience segment.

About FOI

The Scottish Government is committed to publishing all information released in response to Freedom of Information requests. View all FOI responses at http://www.gov.scot/foi-responses

foi-18-01125 table.pdf

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