UK Treasury plans euro advertising push

The UK Treasury will launch a £5m advertising campaign this autumn to get businesses prepared for the introduction of the euro on 1 January 1999.

Treasury spokesman, Charles Keseru, said the campaign is intended as a wake-up call for UK businesses. "EMU has massive implications for all UK businesses," he said. "An immense trading block is forming on our doorstep."

The Treasury sees clear economic advantages to EMU's price transparency and fixed exchange rate, although it concedes that the UK is not ready to join EMU. "Customers will clearly see differences in price across Europe, and may well take their business elsewhere," said Keseru. "We want people to set up financial support for the euro, and then to form a business strategy in order to remain as competitive as possible."

The campaign will initially take the form of television advertisements, which will say: "Get your business ready for the Euro on 1 January 1999." These will be followed by newspaper ads with cut-out coupons that can be sent off to the Treasury for more information. The Treasury will then use a direct mailshot to small and medium-sized enterprises with fact sheets advising businesses on how best to prepare.