The Drum Awards for Marketing - Extended Deadline

-d -h -min -sec

Union Scottish Government VisitScotland

VisitScotland defends Homecoming ad costs

Author

By The Drum Team, Editorial

April 15, 2009 | 3 min read

VisitScotland, the Scottish tourism body has hit back at criticism of its advert to promote Homecoming 09 after Tourism Minister Jim Mather disclosed the details of its cost.

Labour has claimed that the cost of the production of advert which was created by The Union and featured Scottish personalities including Sean Connery, Amy McDonald and Lulu, cost more per minute than this year’s Best Film Oscar winner Slumdog Millionaire.

Philip Riddle, VisitScotland’s chief executive, responded to the claims: “TV adverts and films are commissioned for very different purposes and vary widely in terms of cost and cost-effectiveness. Therefore it is misplaced to compare the costs of filming a TV advert and a film.”

Riddle continued: “The important factor is the success of the Caledonia advert. More than twelve million people in the UK have seen the advert, which features celebrities like Chris Hoy, Brian Cox and Sean Connery who gave their support and time for free. Tens of millions more have seen the advert on TV in America and across the world through YouTube and other social networking sites. Ultimately this will bring economic benefits to the country through increased tourism during such challenging times.”

In response to a Parliamentary question Mr Mather revealed that while the artists featured received no fee for their contribution to the advert, £1,550 was spent on their expenses. The cost of production which includes filming, production, producer and director fees was £233,450 along with a further £299,287 for its broadcast.

The advert was also broadcast abroad on American PBS network, which cost £10,000, while the rights to the song Caledonia, which the artists sing cost £15,000 for its usage over a year.

As a result of the costs, Lewis Macdonald, Labour's tourism spokesman claimed that the costs were higher per minute that the production of Slumdog Millionaire at £80,000 a minute.

He claimed that the film had a budget of £3.3million, although this figure was later changed to just over £10million.

"I am astonished that the SNP's Homecoming advert cost more per minute than a film that won eight Oscars," he said. "They'll certainly not be winning any prizes for getting value for public money," stated MacDonald.

Union Scottish Government VisitScotland

More from Union

View all

Trending

Industry insights

View all
Add your own content +