Trade Promotion

Business, Innovation and Skills written question – answered on 14th January 2014.

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Photo of Austin Mitchell Austin Mitchell Labour, Great Grimsby

To ask the Secretary of State for Business, Innovation and Skills what estimate he has made of the cost of his Department's Britain is Great advertising campaign; and what assessment he has made of the effectiveness of that campaign.

Photo of Matthew Hancock Matthew Hancock The Minister for Universities and Science, Minister of State (Department for Business, Innovation and Skills) (Jointly with the Department for Education)

The Business is GREAT Britain campaign launched on 6 November 2013. To date the cost to the Department on development and production of the creative for the campaign and advertising is £1,401,291.

The campaign is progressing well. Since launch on 6 November, there has been increased confidence that Britain is backing small businesses from 30% to 37% (based on polling of 697 small businesses after the first four weeks of the campaign).

Half of businesses interviewed felt that they had taken some action as a result of the campaign—these actions included getting advice, discussing the campaign within their networks, visiting business websites or started to develop a long-term plan.

Overall campaign awareness has reached 18%. This early figure is very good in comparison to similar spending campaigns.

The campaign research highlights a disconnect between how small businesses feel about their own capabilities and how supported they feel by Britain/Government. This reconfirms the need for the campaign to demonstrate the value that Britain and the Government place on small businesses in Britain.

The campaign performance is much stronger amongst those respondents who recognise it, which suggests this will improve as recognition builds. Messages take time to bed in so we need to ensure there is an opportunity for repeat exposure to build impact and generate positive response.

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