WORK

The Scotsman

THE SCOTSMAN

CAN YOU HEAR IT?

CHALLENGE

How to re-launch the highly conservative Scotsman to appeal to a new digital generation.

ANSWER

We decided to use The Scotsman’s stock-in-trade - the power and beauty of the written word - to capture the new spirit of optimism and possibility in Scotland.

We worked with a Scottish street poet to create a one-minute film called ‘Louder’, narrated by David Tennant, against a backdrop of the debates and conversations that were happening all across Scotland.

Radio, outdoor and programmatic digital pushed our audience to the film online, which linked to The Scotsman.

IMPACT

1.4%
INCREASED PRINT CIRCULATION

4.9%
INCREASE OF UNIQUE ONLINE VISITORS