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<p>HM Passport Office (HMPO) has an ambitious transformation plan to increase digital
applications, helping to reduce operational expenditure by removing paper and customer
errors from the process.</p><p>In June 2016, HMPO launched its first fully digital
online application service for adults renewing their passport. This launch was supported
by no cost communications activity, including PR and stakeholder engagement. Last
financial year (2017/18) a small scale paid search campaign, costing £9,665, was trialled
to encourage customers to use the online application channel. In this financial year
(2018/19) a marketing campaign, costing £536,639.04, was delivered via radio and digital
advertising.</p><p>A re-launch of the marketing campaign in 2019/20 has been planned,
forecast at £1m. This activity is dependent on the outcome of the EU Exit withdrawal
agreement.</p>
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