TV Licensing launch integrated campaign in Scotland

TV Licensing has recently launched an integrated marketing campaign, incorporating advertising, PR and direct mailing, targeting TV licence evaders in Glasgow, Edinburgh and Aberdeen, warning them to 'Get One or Get Done'.
Last year, over 90,000 evaders were caught in Scotland. The new focused marketing blitz and increased activity in the field will keep up the pressure on evaders to obtain a licence and amplify the success of the regular marketing activity.
High profile bus-side, billboard posters and commercial radio will be supported by dedicated and localised BBC television and radio trails.
The messages are clear – a TV Licence evader is caught every 3.5 minutes in Scotland. Evaders should 'Get One' or face prosecution and a fine of up to £1,000.
Tailored direct mailing, incorporating the themes and messages will also be used to strengthen the impact of the overall campaign, providing a comprehensive, homogenised approach.
TV Licensing is also running an educational public relations and community relations programme to ensure that the public know of their legal obligations and the range of payment options available to them.
As well as writing to evaders, this programme includes working closely with community, voluntary and housing organisations to highlight the number of easy ways to pay for a licence.
Explaining the local initiatives, TV Licensing Scotland spokesperson Fergus Reid said: "This is a new approach for TV Licensing. By combining an education programme with high-profile advertising and visiting we want to encourage as many people as possible to get a licence before they get a knock on the door.
"You don't have to pay for your licence in one lump sum because there are now payment schemes where you can spread the cost. There really is no excuse for evasion."
Katherine Roberts, TV Licensing Marketing Manager, said: "The Scotland launch has followed the development of a specific campaign tailored to tackle those people in Scotland who are evading paying the TV licence fee.
"The approach was chosen to magnify our message to those who continue to evade and break the law.
"We would like them to know that the threat of getting caught is real, and this omnipresent campaign reflects the ubiquitous activity TV Licensing is conducting in the area with increased inspector visits."
The new activity in Glasgow, Edinburgh and Aberdeen will be in addition to the work that is carried out on a day-to-day basis by TV Licensing across Scotland.
Following a similar campaign in Northern Ireland, over 3,000 extra licences were issued.
(GB)