In June 2016, HMPO launched its first fully digital online application service for adults renewing their passport. This launch was supported by no cost communications activity, including PR and stakeholder engagement. Last financial year (2017/18) a small scale paid search campaign, costing £9,665, was trialled to encourage customers to use the online application channel. In this financial year (2018/19) a marketing campaign, costing £536,639.04, was delivered via radio and digital advertising.
A re-launch of the marketing campaign in 2019/20 has been planned, forecast at £1m. This activity is dependent on the outcome of the EU Exit withdrawal agreement.