New ads for the Scotsman

Last night, MD of the Scotsman Publications, Steven Walker, unveiled the Scotsman’s first brand campaign in recent years, a campaign he says will redress the balance between the level of Scotsman and Herald TV promotion.
Addressing an audience of advertising and media executives at the Scotsman’s Agency, Dinner, Walker revealed the first TV work to be created by the recently appointed agency Citigate Smarts.
The new 90-, 60- and 30-second TV ads will run on Scottish Television, five out of six nights per week initially, until the end of the year and the campaign is worth an estimated £200,000.
Speaking prior to the event, Walker said: “The Scotsman has never had a generic advertising campaign in recent memory. On 31 August that will change. Our plan is to completely raise the stakes in the way we promote the newspaper. The Herald is maintaining its sales because it is on TV all the time. The Scotsman needs to be promoted along with that. The ad is not designed to sell hundreds more papers the day after it airs, but it does aim to put across what the Scotsman has been trying to be for a while.”
Citigate Smarts has also produced 20-second ads for the Scotsman’s recruitment and property supplements, to go along with the genetic campaign, which has a theme of ‘It’s thinking time’. Music for the ad was composed by Craig Armstrong and the director of photography was Seamus McGarvey, cinematographer of the film “The Hours”.