Johnston Press to debut six-figure ‘Louder’ ad campaign for The Scotsman

Johnston Press is launching a cross-channel, creative campaign on Tuesday 29th September for The Scotsman, supporting a new look for the title and designed to cement the brand’s position as ‘Scotland’s National Newspaper’.

As the new look is unveiled across all Scotsman platforms, the accompanying campaign will feature different executions of a specially commissioned poem - written by renowned Scottish poet Billy Letford - which encapsulates the energy and excitement of the people in Scotland.


The six-figure campaign launches on Tuesday with a one minute film, directed by Pip and produced by Agile Film. It showcases the beauty of a vibrant and modern Scotland through the personal experiences of those who live at the heart of its unmistakable and unique landscape, say the publishers.

Created and planned by creative agency Stack – who won the business in May this year after a pitch - the campaign will fully run across print, digital, radio and out of home for three weeks from Monday 5th October. It will be displayed across LCD screens within Haymarket station, transvision screens at Waverley station, and will be wrapped around the body of 100 taxis spanning both Edinburgh and Glasgow. These taxis will also feature the poem draped over the upholstery on the seats, and it will be printed on all receipts.

Lucy Sinclair, Johnston Press’ Chief Marketing Officer, said: “Insightful, thought-provoking and stimulating, the ad perfectly represents the title’s dynamic tone and emphasises The Scotsman’s unique position as Scotland’s national paper.

“This campaign comes at a really exciting time for The Scotsman – and our portfolio – as we evolve our business to meet the changing media landscape and ensure our brands continue to appeal to wider audiences.”

Iain Hunter, ECD at Stack, said: “We’ve created a campaign that uses the power and beauty of the written word to emphasise the energy and optimism of Scotland today.”

Additionally, Johnston Press will promote the campaign across its owned media, in print and digital. The Scotsman will be available at various high footfall locations and a direct mail campaign will help drive additional subscriptions across a wider footprint.