Newly installed British prime minister Boris Johnson is reportedly ready to blitz Britain with its biggest ever peacetime advertising campaign as part of his last-ditch effort to win over doubters to the merits of a ‘no-deal’ exit from the European Union.
The huge PR campaign would saturate billboards, television and radio with messages of positivity about Britain’s future as Johnson seeks to fully harness the machinery of government to prepare the country to go it alone.
Citing a Treasury source, The Telegraph puts the advertising bill for the next three months alone at £100m, a significant slice of the £1bn allocated by new chancellor Sajid Javid thus far to the country’s no-deal preparations.
The insider told the paper: “I can’t imagine there has been a bigger ‘comms’ campaign than this since the War. It is a pretty huge thing for a ‘comms’ campaign.”
The public information campaign comes as the government ramps up preparations and expectations for Britain to crash out of the European Union on October 31, in the hope that this will supply sufficient pressure for EU negotiators to buckle to Britain’s demands.
Johnson has already proven not to be shy in pushing his message to the country, having already mounted a Brexit ad campaign on Facebook in one of his first acts since taking office.
Despite the government spending splurge advertisers remain apprehensive about the UK's prospects amid increased uncertainty since the departure of Theresa May.