FCO uses presidency to sell EU to British public

The Foreign and Commonwealth Office (FCO) is to mount a PR campaign promoting Britain's priorities for its forthcoming presidency of the EU to the public, and has hired Trimedia Communications to run it.

The campaign, which centres on Britain's EU presidency between July and December, aims in particular to quell concerns among older voters who have historically held deep suspicions of the EU.

A source close to the pitch said the campaign was intended to 'soften up people' to vote 'yes' in next year's referendum on the EU constitution. But an FCO spokesman said: 'The EU presidency and constitution are completely separate'.

Targeted at the national and consumer media, the campaign will promote themes such as climate change, sustainable development and responsible business. It will also seek to target younger voters, thought to be more sympathetic to Brussels, with messages about the benefits of EU membership.

Primary concerns of voters cautious of the European project revolve around a feared loss of sovereignty and anxiety that a European superstate is in the making.

The account is separate to Geronimo's existing brief to communicate the benefits of EU membership.

Trimedia declined to comment. The agency recently won the FCO's travel safety account from Euro RSCG Biss Lancaster (PRWeek, 25 March).

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

Interpublic PR group claims double-digit growth in Q1 revenues

Interpublic PR group claims double-digit growth in Q1 revenues

Interpublic Group's PR agency unit saw double-digit revenue growth in the first quarter of 2014, according to Weber Shandwick CEO Andy Polansky.

Max Clifford trial jury sent home after fourth day of deliberations

Max Clifford trial jury sent home after fourth day of deliberations

The jury in the trial of celebrity publicist Max Clifford has been sent home to reconvene tomorrow for further deliberations about its verdicts on 11 charges of indecent assault.

Omnicom turns in 1.2 per cent growth in Q1 PR revenues

Ketchum parent group Omnicom has reported 1.2 per cent organic revenue growth at its PR division for the first quarter of 2014.

British Airways retains Grayling for Europe and Asia

British Airways retains Grayling for Europe and Asia

British Airways has reappointed Grayling as its retained PR agency for 39 European and Asia-Pacific markets following a competitive pitch.