Feeds

Government spends £11k on ID card 'branding'

£1m spent on advertising, no public relations

Intelligent flash storage arrays

The government still seems to be shying away from spending too much money advertising its ID card and National ID Register schemes.

In a commons answer yesterday ID minister Meg Hillier said that the Identity and Passport Service had spent £1.3m so far buying "buying advertising space to communicate to the business community nationally and to consumers in Greater Manchester, north west England and London" about the ID card and National ID Register schemes.

Another £87,700 has been spent "on developing and printing marketing material such as brochures, leaflets and application guidance notes for consumers in Greater Manchester, north west of England, London and airside workers".

Public relations spending on the scheme has so far amounted to a a big fat zero - the government presumably relying on Whitehall's inhouse comms staff to set the press right on the ins and outs of the scheme.

Hillier said the government had ponied up £11,930 for "branding" associated with the scheme. We presume they're talking logos, umbrellas and the like, though with people liable for fines if they don't keep their entry on the NIR up to date, perhaps having their details burned on to their backsides is indeed a sensible option. Though that still leaves the issue of where to shove the biometric chip.

Hilliers' answer follows one from immigration minister Phil Woolas last October, when the government revealed it had paid £62,000 "to marketing communication agencies for public information activities to ensure businesses were aware of the Identity Card for Foreign Nationals when it was introduced in November 2008".

Woolas also said that "payments of £464,314 have been made to marketing communication agencies by the Identity and Passport Service in preparation for the launch of the Identity Card and Identification Card for UK citizens in Greater Manchester and for airside workers later this year".

While many would applaud the government for not hurling money at media consultants, it does seem strange that the flagship ID scheme has attracted so little marketing oomph from a government supposedly obsessed with branding and marketing.

It's almost as if someone just wanted the scheme to fade away of its own accord, or alternatively was waiting to see if they could sneak back into power before ramming it down the public's throat. ®

Internet Security Threat Report 2014

More from The Register

next story
Doctor Who's Flatline: Cool monsters, yes, but utterly limp subplots
We know what the Doctor does, stop going on about it already
Facebook, Apple: LADIES! Why not FREEZE your EGGS? It's on the company!
No biological clockwatching when you work in Silicon Valley
'Cowardly, venomous trolls' threatened with TWO-YEAR sentences for menacing posts
UK government: 'Taking a stand against a baying cyber-mob'
Happiness economics is bollocks. Oh, UK.gov just adopted it? Er ...
Opportunity doesn't knock; it costs us instead
Arab States make play for greater government control of the internet
Nerds told to get lost in last-minute power grab bid at UN meeting
Zippy one-liners, broken promises: Doctor Who on the Orient Express
Series finally hits stride, but Clara's U-turn is baffling
Don't bother telling people if you lose their data, say Euro bods
You read that right – with the proviso that it's encrypted
Apple SILENCES Bose, YANKS headphones from stores
The, er, Beats go on after noise-cancelling spat
prev story

Whitepapers

Forging a new future with identity relationship management
Learn about ForgeRock's next generation IRM platform and how it is designed to empower CEOS's and enterprises to engage with consumers.
Why cloud backup?
Combining the latest advancements in disk-based backup with secure, integrated, cloud technologies offer organizations fast and assured recovery of their critical enterprise data.
Win a year’s supply of chocolate
There is no techie angle to this competition so we're not going to pretend there is, but everyone loves chocolate so who cares.
High Performance for All
While HPC is not new, it has traditionally been seen as a specialist area – is it now geared up to meet more mainstream requirements?
Intelligent flash storage arrays
Tegile Intelligent Storage Arrays with IntelliFlash helps IT boost storage utilization and effciency while delivering unmatched storage savings and performance.