Asked by: Mike Weir (Scottish National Party - Angus)
Question to the Department for Digital, Culture, Media & Sport:
To ask the Secretary of State for Culture, Media and Sport, what nation branding work VisitEngland has commissioned from external consultants since its inception; with which consultancies the contracts were placed; and what the total value was of the contracts, by supplier.
Answered by Helen Grant - Shadow Solicitor General
Since its inception on 1 April 2009, the total spent on brand related activity by VisitEngland, including research, motivational barriers, brand messaging and local level brand management, is c.£61,000. Contracts were placed with three consultancies: Olive Insight, Firelighter and Brand Vista. Details are set out in the table:
Agency | Year | Activity | Value |
Olive Insight | 2011 | To research and guide VE's wider marketing strategy | C.£11,000* |
Firelighter | 2011 | To develop the brand messaging informed by the research project | £10,000 |
Brand Vista | 2011 | Further development of local level brand positioning and (attracting visitors to our most popular places that can dispersing consumers to surrounding areas) | £40,000 |
*The branding element was included only in the qualitative stage, and accounted for c.35% of the qualitative report – VisitEngland therefore estimate the spend on this element to be c.£11,000.