The Government has finally confirmed it will spend a whopping £138m on the biggest state advertising campaign in history – and £38m more than first reported – which will not only run in the UK, but also target Brits living abroad.
The “Prepare for Brexit” push campaign will aim to ease consumer and business fears over a potential no-deal departure from the European Union, pencilled in for October 31. The budget dwarfs the £9m spent by then Prime Minister David Cameron on a nationwide door-drop in the EU referendum.
Details of the new campaign are still sketchy at best, although it has been confirmed that Engine Group will be leading the account, with Manning Gottlieb OMD handling media. It is thought the activity will span digital, social, as well as TV, outdoor and radio.
The CBI has urged the Government to ramp up its activity targeting small business, arguing that SMEs are least prepared for the no-deal scenario.
Earlier this week, when plans for the campaign were first leaked, one industry insider told Decision Marketing: “This campaign could be huge for the data-driven marketing industry, if the Government chooses digital and direct mail as key channels. It could also provide a real shot in the arm for Royal Mail.”
The Prepare for Brexit website was launched in January.
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