Burns the Brand

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.