Spring 2001 advertising campaigns in the USA,
Germany and France had already been launched by the time the FMD
outbreak took its hold. All three campaigns are designed to generate
main season (June to September) business.
The TV campaign started running in the last
week in December and has performed exceptionally well, pulling
over 14,000 responses against a target of 8,000 being well before
the foot and mouth crisis struck. The second part of the campaign,
the insertion of two million "Schottland" supplements
in magazines and newspapers, began on 13 February. Comparing the
response to the supplements to the response from the TV ads should
give us a steer as to the effect reportage of FMD is having to
campaign responses, (although not to conversionsee below).
The outdoor poster campaign began on 1 March
and press ads on 13 February. It is early to comment on response
although Minitel shows similar levels to last year. Again we are
likely to see response being affected by FMD.
The campaign began in early February, with small
format ads in print and on the Internet. Response has been very
healthy, although having come during the week when the first widescale
reportage of FMD appeared in the US press it is very likely to
Presentations at the New York media event on
3 April, during Tartan Week, focused on Edinburgh and Glasgow.
City-stays will be the one product with the best chances of converting
Campaign response is no indicator of conversion.
Our conversion studies show how susceptible conversion is to circumstance,
although the same circumstances do not necessarily put people
off responding to advertising and filing it away for another year.
We decided to continue with our golf advertising
campaign which launched on 24 March and runs through April and
May. It is aimed at generating business during the summer and
as the majority of golf courses remain open it is appropriate
to continue this activity. The campaign is worth £225,000.