HM Treasury News Release
189/98 12 November 1998
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GETTING BRITISH BUSINESS READY FOR THE EURO
MARTIN SKINNER GETS THE MESSAGE TO REGIONAL BUSINESSES
South East and East Midlands small and medium sized enterprises
(SMEs) were the most responsive to a Treasury campaign to
increase awareness of the introduction of the single currency on
1 January 1999, Lord Simon, Minister for Trade and
Competitiveness in Europe, announced today.
Addressing the first national meeting of the heads of twelve
regional euro forums, Lord Simon said :
"The Martin Skinner advertising campaign has been a great
success. It has so far led to some 300,000 requests for
"business preparations for the euro" factsheets from
businesses and trade associations.
"It shows that at a regional and local level businesses are
now much more aware that the euro is not some distant
development of no concern to them, but represents a
significant change in the business environment in which
they will do business after 1 January 1999.
"SMEs are now getting the message - although the UK will
not be joining the single currency on 1 January 1999,
businesses across the UK economy will be affected.
"The overall response rate was excellent. The ten per cent
response from the target audience was more than three times
the average for such campaigns.
"The best response levels were from SMEs in the South East
and East Midlands regions - 30 per cent and 20 per cent
above the national average respectively.
"But I am concerned that some regions have not yet reached
these high levels. Responses for the North East, North West
and London were 20 per cent below the national average.
"To those who have not responded, my message is simple: the
euro is less than two months away. Call 08456 01 01 99 for
the information you need to make an informed judgement
about the likely effect of the euro on your business now.
"Or you can contact your local regional forum through your
regional Government Office. They can help you to contact
other local businesses and agencies which can offer advice
- often based on their own experience - to get you ready to
meet the challenge and take the opportunities offered by
the single currency."
Twelve regional forums, covering the whole of the UK, coordinate
practical advice to local businesses, especially SMEs, about the
possible impact of the launch of the single European currency.
Welcoming the progress they have made already, Lord Simon said
:
"Each of the regional forums have now met at least once to
encourage euro preparations in their local area. They are
a vital part of our strategy to prepare British business,
bringing together key regional partners, including Business
Links, the CBI, Chambers of Commerce, trade unions, local
authorities and other public sector bodies.
"They enable participants to share their concerns and their
experiences trading in Europe and preparing for the euro,
and to develop coordinated strategies to sustain and
enhance regional as well as individual company
competitiveness after 1 January 1999.
"They look specifically at what needs to be done at a
regional level to ensure that business has the support it
needs to compete in a changed market place. They are able
to deal with SMEs at a local level, bringing an
understanding of the particular pressures and difficulties
which these businesses face on a daily basis.
"I am grateful that the twelve Chairmen here today have
agreed to play this crucial role. I am sure that their
invaluable local knowledge, contacts and experience will
make a significant difference to the commercial prospects
of their regions in meeting the challenges ahead."
NOTES TO EDITORS
1. Establishment of the twelve regional forums was announced
by Lord Simon on 8 July 1998 (HMT press release
114/98).Contact points for each regional forum are
attached. Their terms of reference are to :
co-ordinate and provide a focus in preparing for the
euro;
identify the impact of the euro on the region;
facilitate the sharing of resources;
encourage and consider regional intermediaries' plans
for euro preparations;
identify further action needed at a regional level and
initiate action;
contribute to the development of regional media
communication strategies; and
monitor regional progress and report key regional
issues to the Euro Preparations Unit.
2. The TV, radio and newspaper advertising campaign featuring
Martin Skinner, and the follow up mailshot to 1.6 million
SMEs was announced on 1 September 1998 (HMT press release
142/98).
3. The campaign ran throughout September and October 1998.
About 300,000 requests for factsheets have been received to
date. During the same period a total of some 280,000
accesses to the Treasury euro website were recorded.
4. An initial analysis showed that over 10 per cent of
businesses which had been mailed had asked for copies of
factsheets. The levels for each region were :
South East 13%
East Midlands 12%
Eastern 10%
Northern Ireland 10%
South West 10%
West Midlands 10%
Merseyside 9%
Scotland 9%
Wales 9%
Yorkshire & Humberside 9%
London 8%
North East 8%
North West 8%
5. Twenty euro factsheets are available from a dedicated
Government euro telephone line on 08456 01 01 99. Business
case studies, a "What's new?" page, speeches, news releases
and a more detailed factsheet on conversion between
sterling and the euro are on the Treasury euro website at
http://www.euro.gov.uk.
6. If you have access to the internet, you can find this press
release and material on other Treasury issues at
http://www.hm-treasury.gov.uk.
REGIONAL FORUM CONTACT POINTS
1. SOUTH WEST REGION
Mr Brian McCarthy
Government Office for the South West
County Partnership Teams
4th Floor
The Pithay
Bristol
BS1 2PB
Tel: 0117 900 1821
Fax: 0117 900 1914
2. SOUTH EAST REGION
Ms Julie Price
Government Office for the South East
Bridge House
1 Walnut Tree Close
Guildford
Surrey
GU1 4GE
Tel: 01483 882 342
Fax: 01483 882 259
3. NORTHERN IRELAND
Derek Wheeler
Northern Ireland
Department of Economic Development
Netherleigh
Massey Avenue
Belfast
BT4 2JP
Tel: 01232 529400
Fax: 01232 529921
4. EASTERN REGION
Ms Sarah Abercrombie
Manager
Euro Info Centre East Anglia
St Andrew's House
St Andrew's Street
Norwich
Norfolk
NR2 4TP
Tel: 01603 218 240
Fax: 01603 218 214
E:mail: sabercrombie@nwent.co.uk
5. SCOTLAND
Scottish Enterprise Area
Ian Traill
Director
EuroInfoCentre Ltd
Franborough House
123 Bothwell Street
Glasgow
G2 7JP
Tel: 0141 221 0999
Fax: 0141 221 6539
E:mail: euroinfocentre@scotent.co.uk
or
Highlands & Islands
Caroline Gray-Stephens
European Business Services
20 Bridge Street
Inverness
IV1 1QR
Tel: 01463 702560
Fax: 01463 715600
E:mail: eic@sprite.co.uk
6. WEST MIDLANDS REGION
Ms Susan Boles
Government Office for the West Midlands
Competitiveness Innovation & Exports Team
77 Paradise Circus
Queensway
Birmingham
B1 2DT
Tel: 0121 212 5077
Fax:0121 212 5084
7. NORTH WEST REGION
Mary Hatch
Government Office for the North West
Competitiveness Policy & Inward Investment
Washington House
New Bailey Street
Manchester
M3 5ER
Tel: 0161 952 4485
Fax: 0161 952 4297
or
Phil Crook
Government Office for the North West
Competitiveness Policy & Inward Investment
Washington House
New Bailey Street
Manchester
M3 5ER
Tel: 0161 952 4442
Fax: 0161 952 4297
8. NORTH EAST REGION
Helen Peacock
Government Office North East
Wellbar House
Gallowgate
Newcastle Upon Tyne
NE1 4TD
Tel: 0191 202 3805
Fax: 0191 202 3892
9. LONDON REGION
Mr Gary Coleman
Government Office for London
Skills Enterprise Regeneration Directorate
Riverwalk House
157-161 Millbank
London
SW1P 4RR
Tel: 0171 217 3230
Fax: 0171 217 3477
10. WALES
Mr Keith Cox
Welsh Office
Finance Services Division
Cathays Park
Cardiff
CF1 3NQ
Tel: 01222 823 434
Fax: 01222 825 390
11. EAST MIDLANDS REGION
Mr John Proud
Government Office East Midlands
The Belgrave Centre
Stanley Place
Talbot Street
Nottingham
NG1 5GG
Tel: 0115 971 2623
Fax: 0115 971 2667
12. YORKSHIRE & HUMBERSIDE REGION
MS Amanda Potter
Government Office for Yorkshire & The Humber
Business Competitiveness Team
City House
New Station Street
Leeds
LS1 4US
Tel: 0113 283 6370
Fax: 0113 283 5446
# = pounds sterling