The Press and Journal (The P&J), one of Scotland’s oldest news brands, has launched a brand campaign that underscores its role as Your voice of the north, transforming local concerns into national conversations and demonstrating the continued power of trusted regional journalism.
The publisher says running across multiple platforms for three months, the campaign showcases how The P&J blends heritage with digital innovation to remain at the centre of the communities that it serves in the north and north-east of Scotland. A manifesto video, voiced by the editorial team, accompanies the campaign and outlines its commitment to readers.
Craig Walker, editor of The Press and Journal, said: “At The Press and Journal, we believe the north deserves more than headlines – it deserves a voice. We exist for a simple reason: to elevate our region’s voice and help shape its future. That’s why when more than a thousand readers told us about their struggles with the NHS, we took their experiences straight to leaders. When homeowners were trapped in unsafe RAAC properties, we exposed the injustice and pressed for action. And when transport changes caused chaos, we turned public frustration into political accountability. This is what trusted local journalism does: it doesn’t just report, it represents. It champions fairness, challenges power and drives progress for the people of the north, because our readers know their concerns will not only be heard, but acted upon.”
According to the P&J, the campaign launches alongside a refreshed About Us page on its website, articulating the brand’s mission to unite the north’s diverse communities and amplify their voice to policymakers, decision-makers, and audiences across Scotland and the UK.
As part of the activation, The P&J says it will also embark on a regional roadshow in November, hosting events in Elgin, Inverness, and Aberdeen. These events aim to bring together readers, stakeholders, and business leaders to discuss the north’s priorities and how journalism can act as a bridge to national influence.
Sarah Hall, marketing director at DC Thomson, said: “The P&J has the trust of our communities and national influence and that combination is powerful. This campaign demonstrates the strength of regional media in a fragmented landscape and by putting our brand mission at the heart of our marketing it’s a clear demonstration of how trusted journalism not only unites communities but also delivers measurable value for subscribers, advertisers, and partners across every touchpoint.”
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