THE Edinburgh Evening News has changed the colour of its masthead today, from its traditional dark blue.
For one day only, it’s bright red, as part of an advertising deal struck with the airline company, Virgin, which is launching next month a new route between the capital and London Heathrow.
Says the paper: “It will be the first time the masthead has featured a splash of red since the paper moved to tabloid format in 1995.”
In a media release, editor, Frank O’Donnell, is quoted, as saying: “The last time we changed our masthead it was for Sir Chris Hoy winning his sixth Olympic gold, so turning it red is something special indeed.”
The deal was brokered by Mediaforce, the independent sales house that represents the paper’s publishers, Johnston Press, and Manning Gottlieb OMD.