The campaign reveals a new proposition for the news brand, “Every story starts with you”, which underlines The Press & Journal’s dedication to telling the stories of Aberdeen’s people and serving them with quality local news, say the publishers.
The campaign, which will encompass OOH (Out-of-Home) advertising, print, radio, social and digital, comes at the same time as the Apollo transformation programme currently being undertaken by DC Thomson, the paper’s media owner. The aim of the programme has been to transform its titles to better serve communities with compelling, relevant content digitally and in print.
As part of the transformation, The Press & Journal has set up mini-publisher teams within its newsrooms, tasked with producing innovative storytelling and high-quality reporting around subject areas including schools, politics and food and drink.
Ryan Cryle, Head of Sport, and Julia Bryce, Head of Food and Drink, appear in the campaign creative which has been captured at iconic Aberdeen locations alongside lines which encapsulate the outlet’s local knowledge and news offering. These include “Your hometown on the homepage”, “A real Aberdonian institution” and “Start your day the Aberdeen way”, highlighting the important role the 250-year-old paper continues to play in the community.
Real Aberdeen locals also featured in the campaign include Emmanuel Sinteh, a Press & Journal reader and co-owner of community focused cosmetics firm, Our Lovely Goods, Dr Manoj Kumar, a consultant at the Aberdeen Royal Infirmary, Sarah Brown, store manager at Thain’s Bakery and Stuart Devine, who has worked his way up from fryer to co-owner of beloved Aberdeen chipper, The Ashvale.
The Press & Journal will roll out the new messaging across the paper’s other key territories, including Inverness and the Highlands, in the coming months.
Frank O’Donnell, Editor of The Press & Journal, said: “The Press & Journal has been a staple of Aberdeen’s fabric for more than 250 years and telling the stories from the city’s residents has been at the heart of the paper for many years. As part of our digital transformation strategy, reporting these local stories will remain at the forefront of our output.
“We’ve grown with the city, and this campaign showcases how we’ll continue to grow as we transform our brand online and invest in this important pillar for our readers. Showcasing the vibrant Aberdonian community and shining a spotlight on its fantastic people is what the publication is all about.”
The campaign was delivered by DC Thomson Media’s creative agency John Doe Group, with media buying from Republic of Media.
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