大象传媒

Comedian Fred MacAulay attempts to quantify the value of Robert Burns to the British economy, as Scotland celebrates the 250th anniversary of the poet's birth.

He explores how Burns-related brands are being marketed both in Britain and abroad, visits Burns's birthplace and speaks to tourism bosses about the investment in Burns tourism and how new funding will allow a rebranding of Burns's key tourist attraction. He also hears from Scotland's First Minister, Alex Salmond, about the use of Burns in Homecoming Scotland 2009, a new initiative to encourage expat Scots to make a return visit their homeland.