Love IOM

Summary

A request was made to the Department for Enterprise for data on Love IOM gift card sales, consumer spending, government incentives, and marketing costs between September 2021 and August 2022. The authority disclosed all requested information, providing specific figures for card purchases, monthly credit totals, incentive expenditures, and marketing service fees.

Key Facts

• 2,350 Love IOM cards were purchased between 1 September 2021 and 26 August 2022.
• Total consumer money credited to cards during the period was £94,753.25.
• The government spent £14,061.40 on incentives, including a launch reward and a weekday cashback scheme.
• Marketing services cost £13,893.52 before responsibility moved to the internal Department for Enterprise team.
• No individual breakdown of marketing costs was provided as services were delivered on a fixed fee package basis.

Data Disclosed

• 2,350
• 573
• £94,753.25
• £14,061.40
• £2,770.43
• £13,893.52
• £6,936
• £7,125.40
• 1 September 2021
• 26 August 2022
• 8 April 2022
• 26th November – 31st December 2021
• 31st January 2022 – 28th April 2022

Original Request

1) How many Love IOM cards were purchased between 1 September 2021 and 26 August 2022? 2) How many Love IOM cards were purchased between 8 April 2022 and 26 August 2022? 3) How much consumer money has been credited to Love IOM cards between 1 September 2021 and 26 August 2022 - broken down by month? 4) How much 'incentive' money has government spent between 1 September 2021 and 26 August 2022? 5) How much 'incentive' money has government spent between 8 April 2022 and 26 August 2022? 6) Who is responsible for delivering marketing services for Love IOM? 7) How much has been spent on marketing services for Love IOM between 1 September 2021 and 26 August 2022? 8) Please provide a breakdown of those marketing services - description and associated costs per activity.

Data Tables (2)

Full Response Text

Freedom of Information Co-ordinator 1st Floor, St Georges Court Upper Church Street, Douglas Isle of Man IM1 1EX

Telephone: (01624 686400) Website: https://www.iomdfenterprise.im/

Our ref: 2602182 14 September 2022

Dear ###,

We write further to your request which was received on 30 August 2022 and which states:

"1) How many Love IOM cards were purchased between 1 September 2021 and 26 August 2022? 2) How many Love IOM cards were purchased between 8 April 2022 and 26 August 2022? 3) How much consumer money has been credited to Love IOM cards between 1 September 2021 and 26 August 2022 - broken down by month? 4) How much 'incentive' money has government spent between 1 September 2021 and 26 August 2022? 5) How much 'incentive' money has government spent between 8 April 2022 and 26 August 2022? 6) Who is responsible for delivering marketing services for Love IOM? 7) How much has been spent on marketing services for Love IOM between 1 September 2021 and 26 August 2022? 8) Please provide a breakdown of those marketing services - description and associated costs per activity."

Our response to your request is as follows:

The LoveIOM Gift Card is an Economic Recovery Group Project which the Department for Enterprise was tasked to develop in order to encourage on-Island spend in support of the Manx Economy following the pandemic. The Scheme was developed to provide flexible options for government to stimulate demand, should the need arise, and retain spend on Island during festive seasons by offering a gift card that can be spent in multiple hospitality establishments. The LoveIOM Gift Card Scheme continues to run as the local Economy recovers and is now faced with a cost of living crisis. Whilst there are no incentives live currently, we are continually monitoring the situation thereby enabling the Department and the Treasury to consider potential options. 1. How many Love IOM cards were purchased between 1 September 2021 and 26 August 2022? 2,350 2. How many Love IOM cards were purchased between 8 April 2022 and 26 August 2022? 573 3. How much consumer money has been credited to Love IOM cards between 1 September 2021 and 26 August 2022 - broken down by month? September 2021 £0 October 2021 £1 November 2021 £5,654 December 2021 £34,180 January 2022 £8,185 February 2022 £7,305 March 2022 £12,292 April 2022 £14,260.9 May 2022 £3,112 June 2022 £2,990.35 July 2022 £3,773 1st August – 26th August 2022 £3,000 Total £94,753.25
(averages as £40.32 per gift card) 4. How much 'incentive' money has government spent between 1 September 2021 and 26 August 2022? The initial launch incentive (25% reward when you purchase a LoveIOM Gift Card, capped at £10) ran between 26th November – 31st December 2021.

The Why not Weekdays Incentive (spend in Hospitality on a Monday-Thursday and receive 25% cashback on your spend, capped at £50) ran from 31st January 2022 and closed on 28th April 2022. Launch Incentive £6,936 Why not Weekdays Incentive £7,125.40 Total £14,061.40 5. How much 'incentive' money has government spent between 8 April 2022 and 26 August 2022? £2,770.43 6. Who is responsible for delivering marketing services for Love IOM? Currently, the Department for Enterprise’s marketing team is responsible for marketing the LoveIOM Gift Card. The supplier appointed to deliver the LoveIOM Gift Card Services also provided 6 months of marketing services from the 23rd July 2021. 7. How much has been spent on marketing services for Love IOM between 1 September 2021 and 26 August 2022? The amount spent on marketing services for the LoveIOM Gift Card, prior to the responsibility for marketing moving internal, totals £13,893.52. 8. Please provide a breakdown of those marketing services - description and associated costs per activity. Marketing services were provided as part of a package on a fixed fee basis, therefore a breakdown of individual services as part of this package cannot be provided. Marketing services provided for included the following activities: marketing strategy, proactive digital and social media management, creative, copy, paid spend management and detailed reporting. Please quote the reference number 2602182 in any future communications.

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I will now close your request as of this date.

Freedom of Information Co-Ordinator