Publication - FOI/EIR release

Scotland is Now campaign: strategy, communications and budget: FOI release

Published: 30 May 2018
Directorate: Communications and Ministerial Support Directorate
Topic: Public sector

Information request and response under the Freedom of Information (Scotland) Act 2002.

FOI reference: FOI/18/01127
Date received: 11 April 2018
Date responded: 23 May 2018

Information requested

1. Any documents or emails that set out the proposed marketing, advertsing and communications plans for the Scotland is Now campaign.

Any costs thus far incurred - and already committed - in establishing this campaign - including the creation of the campaign website, production of promotional materials, retention (and spend incurred) by any agencies. If there are other costs not listed above, I would like to request them also.

2. Any documents or emails that either detail or mention the breakdown of proposed spend in Scotland promoting the above campaign over the period between now and the Scottish Parliamentary election in 2021. If one exists, I would like a full budget document that details the spend of each of your agencies and the total campaign spend.

3. Any documents or emails that either detail or mention the breakdown of proposed spend in the rest of the UK promoting the above campaign over the period between now and the Scottish Parliamentary election in 2021. If one exists, I would like a full budget document that details the spend of each of your agencies and the total campaign spend.

4. Any documents or emails that either detail or mention the breakdown of proposed spend in any country outside the UK promoting the above campaign over the period between now and the Scottish Parliamentary election in 2021. If one exists, I would like a full budget document that details the spend of each of your agencies and the total campaign spend.

Response

1. Any documents or emails that set out the proposed marketing, advertsing and communications plans for the Scotland is Now campaign.

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.

I attach the following:

Scotland is Now media briefing pack
Brand Scotland presentation

In addition, 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 budget breakdown provides the answers to your questions below:

About FOI

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