Seòmar agus comataidhean

I refer the member to the answer to question S6W-31682 on 9 December 2024. All answers to written Parliamentary Questions are available on the Parliament’s website, the search facility for which can be found at https://www.parliament.scot/chamber-and-committees/written-questions-and-answers

It is anticipated that services operated by MV Glen Sannox will commence in mid-January 2025 on the Troon to Brodick route.

The maintenance costs for MV Caledonian Isles for the past three years are included within the following table:

The MV Caledonian Isles entered dry dock for her annual overhaul at Dales, Greenock on 4 January 2024. The vessel moved to Cammell Laird yard in Birkenhead on 11 February 2024 for additional steel works to be undertaken. She departed there on 14 September 2024 and was due to return to service on the on 23 September 2024. However, engineers identified metallic debris in the oil filter for the Port propulsion gearbox and she has remained off service. The vessel is currently at James Watt Dock Greenock undergoing further investigative works. As a precaution and to allow contingency measures to be put in place on affected routes CalMac have planned for the vessel being unavailable for the duration for the winter timetable period which ends on 27 March 2025.

CalMac anticipate having a more detailed estimate of the timing of the required work in the coming weeks.

Decisions on deployment of vessels and service provision are for the operator to manage. There are real challenges currently for CalMac in deploying the fleet as a result of vessels being out of service due to technical issues and the impact of annual overhauls.

I understand CalMac have been able re-instate some of the cancelled Monday sailings to Colonsay throughout the Winter Timetable.

We continue to impress upon CalMac the importance of finding the best available solution for the ferry network as a whole.

Under the current Clyde and Hebrides ferry contract there is no requirement for CalMac to report this detail. Therefore, the Scottish Government does not hold this information. The booking system, its management and operation is a matter for CalMac.

The deployment of vessels is a matter for the Operator. CalMac Ferries Limited, could only allow 48 hours to ensure they were able to inform communities what changes were planned, and could be implemented in the short timeframe available.

The Scottish Government has not specifically activated a campaign called ‘Welcome to Scotland’ but operates a year-round programme of communications that is designed to reach international audiences. The always-on activity works to challenge perceptions and drive up consideration, showcasing who we are as a country, what we value and what we offer in order to attract people from overseas who are interested in moving here to live and work, coming on holiday, undertaking study or doing business.

The Scottish Government routinely publishes marketing spend annually and figures for Brand Scotland expenditure can be accessed here: Marketing spend - gov.scot (www.gov.scot)

In support of the Scottish Government’s broader aims to protect Scotland’s place in Europe following Brexit and mitigate any associated economic, social and reputational damage, an international marketing campaign was delivered by Brand Scotland in France, Germany, Ireland and Spain in 2019.

This ‘Scotland is Open’ campaign aimed to promote Scotland as a welcoming and open country to boost positive perceptions of Scotland as a place to live, work, study, visit and do business with in order to build and maintain strong relationships with the EU and member states.

The campaign included video on demand, paid social, OOH digital display and print advertising ran initially from 29 March until 11 April in 2019. The second burst ran from 31 January until 4 February in 2020 and added Belgium alongside France, Germany, Ireland and Spain.

As with all marketing campaigns delivered by the Scottish Government, a series of SMART objectives were set to evaluate the performance of the campaign and its impact on perceptions of Scotland, before it began.

Pre and post campaign research was undertaken by research agency BVA BDRC in France, Germany and Spain with four audience groups: potential relocators, students, holiday makers and senior business leaders who would consider doing business.

In just two weeks the campaign activity reached over 80 million people, generating 27% awareness in key markets (France, Germany and Spain) against a target of 10%. The video was viewed over 52 million times, with 25 million of these through to completion, and 8.8 million engagements.

The SMART objectives for the campaign were:

• To achieve 10% awareness of the campaign among live / work / study / visit / business target audiences in France / Germany / Spain by mid-April 2019 Among campaign recognisers in France / Germany / Spain achieve 30% agreement that Scotland is an (i) open and (ii) welcoming nation by mid-April 2019
• Among campaign recognisers, achieve 30% agreement that Scotland continues to extend a warm welcome even in uncertain times by mid-April 2019
• Among campaign recognisers, achieve 20% agreement that the Scotland of today is (i) inclusive (ii) innovative by mid-April 2019
• Among campaign recognisers, achieve a 10% consideration level of Scotland as a place to (i) live (ii) work (iii) study (iv) do business (v) visit by mid-April 2019
• Among campaign recognisers, achieve 3% claimed action as a result of seeing the campaign by mid-April 2019

The campaign significantly exceeded these targets, achieving the following results:

• 34% campaign awareness amongst live/work audiences, 49% awareness amongst study audiences, 30% awareness amongst visit audiences and 33% amongst business audience
• 70% agreement that Scotland is an open and welcoming nation 76% agreement that Scotland continues to extend a warm welcome even in uncertain times
• Among campaign recognisers, 56% considered Scotland to be innovative and 60% considered Scotland to be inclusive
• Among campaign recognisers, positive consideration of Scotland as a place to live and work achieved 39%, as an overseas study destination 44%, as a place to do business 40% and a place to visit 43%.
• 82% of all campaign recognisers claimed to have taken action as a result of the campaign

International marketing activity undertaken by the Scottish Government as Brand Scotland, is measured by a comprehensive suite of metrics that determine whether the associated SMART objectives have been met. These objectives are set each year according to the purpose of the activity, the level of spend available and the tactics it will use.

They include digital reach through social and digital channels and audience engagement with the content but more importantly additionally consider the strategic outcomes and impact on these audiences, such as perception change or an increase in consideration by target audiences.