Advertising (Hansard, 16 February 1994)

§ Mr. Sproat

My Department has conducted no advertising or other promotional campaigns with a budgeted cost in excess of £10,000 in the current financial year. For 1994–95, the Department is planning a programme of civilian events to commemorate the 50th anniversary of the D-day landings on 6 June 1994.

I have asked the chief executives of the Historic Royal Palaces and Royal Parks Agencies to write to the hon. Member about the position in their agencies.

Letter from Mr. D. Welch to Mr. Matthew Taylor, dated 10 February 1994:

The Secretary of State for National Heritage has asked me to reply to your Question of 8 February 1994 about advertising and promotional campaigns, in so far as the question relates to this Agency.

Neither in the current financial year nor in our 1994–95 plans do we have any advertising or other promotional campaign that will cost over £10,000.

Letter from Mr. D. Beeton to Mr. Matthew Taylor, dated 14 February 1994:

The Secretary of State for National Heritage has requested me to reply to your Written Question as far as it affects my Agency.

I am enclosing a schedule setting out the requested information. These promotional campaigns are aimed at protecting and enhancing our business income, which is forecast to total £28 million in 1994–95, having risen from £11 million on the establishment of the Agency in 1989–90.

In answer to your written Parliamentary Question, please find below a list of all television advertising, newspaper advertising and other promotional campaigns for Historic Royal Palaces, with a budgeted cost in excess of £10,000 in the current financial year, and those planned for 1994–95

1993–94

TOWER OF LONDON

To contribute towards target visitor numbers of 2.32 million;
To continue to reposition the Tower to the domestic audience.

Campaigns:

1–30 April—cross track poster campaign on the London Underground; Total budget £100,000 (includes production).
27 July—12 August: London radio campaign on Capital FM: Total budget £40,000.
2 August—11 September; London television advertising campaign; Total budget £215,000.

Evaluation:

Advertising Track Study set up to evaluate the effectiveness of the television advertising against objectives by means of an omnibus survey. Conducted by BMRB Research.
Analysis of visitor numbers.
Annual Summer Visitor Survey comprising 300 on-site face-to-face interviews with visitors.

1994–95

TOWER OF LONDON

To contribute towards achieving target visitor numbers of 2.5 million

796W

Campaigns:

12 July—30 August; London Television advertising campaign. Total budget £190,000.
26–31 December; London Television advertising campaign. Total budget £36,000.

Evaluation:

Advertising Tracking Study set up to evaluate the effectiveness of the television advertising against objectives by means of an omnibus survey conducted by BMRB Research.
Analysis of visitor numbers.
Annual Summer Visitor Survey comprising 300 on-site face-to-face interviews with visitors.

1994–95

HAMPTON COURT PALACE

Advertising objectives:

To contribute towards achieving target visitor numbers of 586,000.

Planned campaigns:

10–28 August; London Television advertising campaign: £92,000. Please note: neither budget nor timing confirmed.

Evaluation:

Advertising Tracking Study set up to evaluate the effectiveness of the television advertising against objectives by means of an omnibus survey conducted by BMRB Research.
Analysis of visitor numbers.
Annual Summer Visitor Survey comprising 300 on-site face-to-face interviews with visitors.

1993–94

CORPORATE SALES PROMOTION—Total budget £100,000

The corporate sales promotion activity comprised the Royal Pass, entitling visitors to entry to all the Palaces for £15, plus a souvenir guidebook, the joint Palaces leaflet promoting the Royal Pass and the Sovereign Trail competition.

Evaluation:

H H & S, the incumbent sales promotion agency, provide analysis of results based on targets agreed at the outset.

1994–95

CORPORATE SALES PROMOTION—Total planned budget £86,000

Pitches yet to be received from competitive tendering exercise. However, plan to further consolidate the Royal Pass, improve the design and usefulness of the joint Palaces leaflet, i.e. multilingual and develop appropriate business partnerships.

Evaluation:

Selected consultancy will be asked to provide detailed evaluation of their campaigns against targets set at the outset.

I do hope this answers your questions.