Communication Campaign

Euro introduction represented a large and complex logistical project, it involved the cooperation of several decision-making bodies and holders of activities. Technical preparations for the introduction of the euro were the responsibility of the 'Coordinating committee for technical preparations for the introduction of the euro', a body set up on the initiative of the Ministry of Finance and the Bank of Slovenia on Slovenia's entering the ERM II. The Committee was composed of several working groups; among them was also a working group for communication.

Provision of information for the public was one of the priority tasks of the "Plan for the introduction of the euro". The communication campaign strategy in support of the introduction of the euro was prepared and adopted by the Governing Council of the Bank of Slovenia and the Government of Slovenia in 2005.

Campaign objectives and form

The basic objective of the campaign was to inform and educate the publics in the period before and during the introduction of the euro and to provide follow-up advice. The goals of the campaign were also to build people's confidence in the euro and to ensure a smooth changeover.

In its initial stage, the campaign had primarily been informative and educational and had been focused on stressing the advantages of the common currency, the common monetary area and operation of the European Central Bank, Euro system operating rules, and getting people acquainted with euro banknotes and coins.

In the last few months before the changeover, information activities (getting people and technology ready for the changeover, identification of counterfeits, preparing people for the new standard of value) were upgraded by advertising. After introduction of the new currency, the communication was to be followed by activities of advisory nature, since the public needed assistance in the form of practical information, data, advice, and instructions. Communication campaign ran under the headline "Evro - za vse nas" (Euro - for us all) and had its visual graphical identity.

Target Publics

The campaign was addressing the whole Slovenia's population as a whole and was particularly focused on certain population groups (the vulnerable, less informed, rural population, people with special needs, minorities and ethnic groups, etc.).

Communication Tools

1. Media relations (press conferences, briefings, press releases, radio call-in shows, topical supplements to newspapers and specialist magazines, topical television shows).
2. Special publications, leaflets, posters, postcards and calendars.
3. Direct communication (open telephone, website www.evro.si, round-table discussions, conferences, lectures, training events, business conferences for the specialist public, visits to trade fairs and other similar public events, commercial centres, hospitals, schools, military barracks...).
4. Publicity, promotional materials.

Communication Campaign Schedule

1. Preparatory stage (June - December 2005): provision of information for the public concerning the beginning of dual display of prices, preparations for launching the campaign (execution of public procurement procedures, setting up a common website www.evro.si);
2. Introductory stage (January 2006 - September 2006): in this stage, informative and educational activities were in the forefront of overall procedures;
3. Final stage (September 2006 to December 2006): information to the public about the concrete activities associated with the adoption of the euro, information to the public of the process of changeover; making the public acquainted with the progress of preparations in banks, design of the common face of coins and banknotes, and giving practical advice on the change of national currency units for the euro;
4. Post- introduction period (January 2007 - June 2007): giving practical advice on exchange/conversion.

The advertising campaign

The advertising campaign entitled "Že računate na evro? ("Are You Counting on the Euro?") began in October 2006 and informed the public about three key issues, namely that:

• the new coins are not small change, but have considerable value,
• the new currency brings new values that will take some getting used to
• the changeover does not mean higher prices, but that people should check prices, and the change returned, and pay attention to unfair rounding or calculating of amounts.

The media strategy included printed, radio and TV advertisements, accompanied by web-banners, promo clips in cinemas, and Felix and Vidi postcards. Print advertisements (124) were published in 35 national and regional newspapers and magazines; radio advertisements (784) were aired on 16 national and regional radio stations; and TV advertisements (1,927) featured on three TV stations. Media exposure of advertisements in percentages was thus as follows: 55 % broadcast on TV stations, 31 % published in print media, 6 % aired on radio stations, and 6 % published on the internet.

Partners in the Campaign

The campaign was led by the Government Communication Office and the Bank of Slovenia. Other partners that were included were: the Chamber of Economy and Industry of Slovenia, Chamber of Crafts, the Bank Association of Slovenia, Securities Market Agency and Slovene Consumers' Association.

The communication activities were divided among partners. Their responsibilities were:

• Banking sector: Bank of Slovenia, the Bank Association of Slovenia
• Business sector: Ministry of Economy, Chamber of Commerce and Industry, Chamber of Crafts
• Capital markets: Securites Market Agency
• Public sector: The Government of the Republic of Slovenia (Ministry of Finance, Government Communication Office)
• Consumers: Consumers' Association

Joint activities carried out by the partners of the campaigns were: joint website (www.evro.si), issue of information leaflets and publications, roundtables, discussions and presentations, open telephone line (euro phone) and promotional materials.