Written Question · S3W-20440 · Session 3
How much has been spent on purchasing television advertising linked to the promotion of Homecoming Scotland 2009 in (a) Scotland, (b) the r…
The question
To ask the Scottish Executive how much has been spent on purchasing television advertising linked to the promotion of Homecoming Scotland 2009 in (a) Scotland, (b) the rest of the United Kingdom, (c) the United States of America, (d) Canada, (e) Australia and (f) New Zealand.
The answer
The Caledonia television advertisement forms part of a comprehensive marketing programme that is promoting Homecoming Scotland 2009. £112,061 has been spent purchasing television advertising to promote Homecoming in Scotland. Assessments show that 2.1 million people in Scotland saw the advertisement around St Andrew''s Day 2008 and 1.9 million people saw it around Burns Night 2009.
£131,020 has been spent purchasing television advertising to promote Homecoming in the rest of the UK. 400,000 people in Northern Ireland saw the advertisement around Burns Night 2009. In March the advertisement will be seen by approximately six million people in England and one million in Scotland and Northern Ireland.
The Caledonia television advertisement also forms one element of the Homecoming marketing activity across the US, Canada, Australia and New Zealand which has seen investment of £1.3 million over the past 18 months. The most significant media investment has been online which delivers far superior value in terms of reach, response and targeting than any other media platform. £56,206 has been spent purchasing television advertising to promote Homecoming in the US. Between 21 and 30 January seven million people in North America saw the advertisement and a version will play again in the US on the US public free-to-air channel PBS during Highland Heartbeat, a popular Scottish music entertainment programme. There are 350 PBS channels across the US, with audiences in the tens of millions anticipated.
£131,020 has been spent purchasing television advertising to promote Homecoming in the rest of the UK. 400,000 people in Northern Ireland saw the advertisement around Burns Night 2009. In March the advertisement will be seen by approximately six million people in England and one million in Scotland and Northern Ireland.
The Caledonia television advertisement also forms one element of the Homecoming marketing activity across the US, Canada, Australia and New Zealand which has seen investment of £1.3 million over the past 18 months. The most significant media investment has been online which delivers far superior value in terms of reach, response and targeting than any other media platform. £56,206 has been spent purchasing television advertising to promote Homecoming in the US. Between 21 and 30 January seven million people in North America saw the advertisement and a version will play again in the US on the US public free-to-air channel PBS during Highland Heartbeat, a popular Scottish music entertainment programme. There are 350 PBS channels across the US, with audiences in the tens of millions anticipated.
In the Official Report
No contribution in the Official Report cites S3W-20440 by reference.