DC Thomson Media is investing in multiple titles, with a trio of brand and marketing campaigns, with activity across OOH, digital, experiential and PR.
While the print industry continues to face challenges, DC Thomson Media has undertaken ambitious marketing activity for The People’s Friend, The Sunday Post and The Scots Magazine, to strengthen the future of the titles which have been in circulation for a combined total of more than 500 years.
The People’s Friend
Recognised as the longest-running women’s weekly in the world, The People’s Friend, launched ‘Close Knit Friends’, a campaign which culminated in a colourful yarn-bombed bus with knitted donations from readers, to show older generations that the nation is with them.
The timely campaign addressed that many of us are experiencing loneliness and feeling the effects of the coronavirus pandemic on our social lives. In partnership with friendship charity, Re-engage, and bus operator, Stagecoach, the bus completed a tour from Torquay to Dundee, stopping at care homes and residential streets, as part of a nationwide PR campaign which delivered a host of print and broadcast coverage.
The Scots Magazine
The People’s Friend tour followed the launch of ‘Adventure is on your Doorstep’ for monthly glossy, The Scots Magazine, a Scotland-wide campaign to demonstrate the adventures which are, quite literally, on the doorstep of every town and village across Scotland.
A key element of the campaign included the launch of an interactive map for people to add their recommendations of big and wee adventures. Alongside an 8ft doormat, influencer activity, and surprise and delight sampling, the campaign promoted how the monthly magazine helps readers discover Scotland, from outdoor adventures, cultural trips, food and drink, books and music.
The Sunday Post
Finally, an ambitious multi-channel campaign for news institution, The Sunday Post. The activity, which encompassed OOH, digital, experiential and radio, showcased the art of factual, well considered journalism from a weekly paper in the age of the relentless, 24-hour news cycle.
Highlighting the reputable skills of the editorial team, the campaign employed disruptive, copy-led advertising to engage audiences and spark a shift in brand perception, with lines including: Worth its wait in words; We don’t just break the news. We tell the whole story; and You shouldn’t need to fact check the facts. That’s our job.
The creative was seen in billboards across the country as well as in emotive digital advertising. The campaign also heroes award winning stories such as the mesh scandal which, thanks to the reporting in The Sunday Post, changed government legislation in Scotland and countries around the world.
Rebecca Moncrieff, head of Communications and Brand Marketing at DC Thomson Media, said: “With some of the most loved and respected titles and magazines within our portfolio, we are passionate about investing in these titles which have been at the centre of our readers’ lives for generations.
“Whether that’s promoting the importance of investigative journalism in the age of click bait, showcasing everything Scotland has to offer, or putting a smile on the faces of those who have been facing months of loneliness, we are dedicated to continuing to deliver the content that matters to our readers.”
The campaigns, by creative agency WIRE, were accompanied by PR and digital activity delivered in partnership with the DC Thomson Media in-house team.
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