HISTORIC PRESS RELEASE : Helping Small and Medium Sized British Business to Prepare for the Euro – TV Advertising Campaign Begins [September 1998]
The press release issued by HM Treasury on 1 September 1998.
High profile TV advertising to alert 4.5 million UK small and medium size enterprises (SMEs) to what the introduction of the single currency on 1 January 1999 may mean for them begins today.
Launching the TV advertising phase of the Government’s campaign, Lord Simon, Minister for Trade and Competitiveness in Europe, said:
“On 1 January 1999 the introduction of the single currency – the euro – will change the economic landscape within which UK firms must compete and thrive. For many, the whole way they do business will change.
“Our research shows that too many small and medium sized businesses do not know enough about the euro or, in some cases, have wrongly assumed that because the UK is not joining the single currency on 1 January 1999, it will not affect them.
“It is true that many will not be affected initially, but unless they check they cannot be sure. They will be unable to take an informed decision and could risk losing competitive advantages or miss opportunities to improve their business position.
“All UK businesses, especially small and medium sized firms, must consider whether and how the euro will affect them and what to do to be ready for it.
“The TV advertisements starting today are a vital step in drawing attention to the challenges and the opportunities that lie ahead, underlining the importance of acting NOW to be ready for changes only four months away.
“They will alert them to a mail shot which will be sent to 1.6 million SMEs most likely to be affected by the euro, and show them where to go for the essential information they need to plan ahead.”
Seven television advertisements (three 40 second and two pairs of 20 second at the beginning and end of advertising breaks) will be broadcast nationally during September. These and parallel radio and print ads will draw the attention of SMEs to the mail shot, which will reach businesses in the target group from early September.
The advertisements feature the character of “Martin Skinner”, owner and manager of an SME, in a range of scenarios reminding staff and business contacts of the starting date of the single currency and ways in which it may affect their business, and alerting business viewers to the mail shot.
The TV campaign was developed by HM Treasury Euro Preparations Unit (EPU), advertising agency TBWA GGT Simons Palmer, with the assistance of the Central Office of Information (COI).
