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Travel Information

Volume 502: debated on Wednesday 16 December 2009

To ask the Secretary of State for Foreign and Commonwealth Affairs whether he has commissioned from (a) within and (b) outside his Department studies of the likely effectiveness of (i) his Department's Know Before You Go campaign and (ii) subsidiary campaigns undertaken since 2001. (305475)

The Foreign and Commonwealth Office's Know Before You Go campaign (including its subsidiary campaigns) is evaluated by external agencies on a six monthly basis to ensure targets are being met and that it effectively reaches the population. For example, in 2008-09 the campaign reached an estimated 64 per cent. of UK adults, in some cases up to 28.5 times. The report also evaluates value for money, such as number of people reached per £1 spent, and the advertising value equivalent of the campaign. The most recent evaluation showed the return on investment for the campaign as a whole to be over 16:1, i.e. every £1 spent achieved £16 worth of value. In addition, every 6 months a qualitative and quantitative survey is commissioned to monitor changes in travellers' behaviour and attitudes, as well as providing guidance for the future direction of the campaign.