FCO focuses traveller campaign on minority groups

The Foreign and Commonwealth Office is to target ‘hard-to-reach' audiences in its Know Before You Go traveller campaign.

Trimedia Harrison Cowley - which held on to the £300,000 brief after a competitive pitch - will particularly target minorities.

‘We will have a face-to-face engagement programme, going to mosques and talking to community leaders,' said divisional director Emma Thompson. She added that additional activity would target the over-50s and ex-pats.

THC is also mooting the development of educational DVDs, and plans to widen the FCO's student ambassador scheme.

Thompson said: ‘We invite school representatives to the FCO, where we talk about the campaign. Then they take the messages back to their school and dispel information via a student paper, radio or other means.'

The agency plans to use the forthcoming Cricket World Cup to specifically target ‘sports tourists', who are typically a ‘high-risk' group as they often do not take out travel insurance, Thompson added.

HC pitched last month, beating Geronimo Communications and Consolidated Communications to secure
the brief.

The agency was first hired by the FCO in 2005.

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