Relaunching The Scotsman for a vibrant new Scotland
Newspapers need people to spend time with them. But in spite of a redesign, The Scotsman’s image was lagging behind the reality of a confident new Scotland.
Our relaunch campaign focused on The Scotsman’s stock-in-trade: the power and beauty of the written word. We commissioned a Scottish poet to capture the new spirit of Scotland in verse, and used his words as the inspiration for a one-minute film called ‘Louder’, narrated by David Tennant. Radio, outdoor and programmatic digital encouraged people to watch the film online, where they were only a click away from reading The Scotsman itself.
Against a backdrop of newspaper print sales falling by more than 8%, we increased The Scotsman’s print circulation by 1.4%. Unique online visitors increased by 4.9%.