O&M nets Govt brief as foot-and-mouth devastates tourism

Ogilvy has landed an emergency campaign for the Government to

reassure the public that the countryside is 'open for business' despite

the foot-and-mouth crisis.



Ogilvy, the standby agency for COI Communications, won the brief because

there was no time to hold a pitch. Public information commercials broke

this week in national and local newspapers and on radio.



Michael Meacher, the environment minister, told MPs on Tuesday that the

campaign would be 'massive'. Although Downing Street suggested the

budget could run to millions of pounds, the initial spend is expected to

be between pounds 500,000 and pounds 1 million.



The tourist industry is facing severe problems as people stay away from

the countryside. Ministers believe that some attractions have

over-reacted to the epidemic by closing down unnecessarily.



Meacher said: 'The campaign will set the record straight and state that

it is far from true that the countryside is out of bounds.' It would

also stress the benefits people could bring to rural businesses by

visiting the areas.



The ads will promote an advice line giving callers more information

about which attractions are open.



Topics

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).