STV launch ‘The home of Scottish News’ promos
STV has today launched a major new marketing campaign to promote its newly enhanced digital news services including the STV News App which debuted last week.
“The concept behind the promos was to record candid interviews with our presenters, to promote the passion they have for the news, sport and weather. Our Brand Producer, Gill Hanlon did a fantastic job with this project. Her promotions bring us revealing and personal stories of the presenters’ experiences with STV news and of the people who have had an impact on them over the years. They show our STV Presenters as real, authentic people, rooted in Scotland and as great ambassadors for Scotland’s own, trusted news service at STV – the home of Scottish News.” – Multi-platform Promotions Manager Jude Hartley
For the next month, consumers will be introduced to the News App and the new look STV News website through a TV, outdoor and digital promotional campaign under the tagline ‘The home of Scottish News’.
The centrepiece of the campaign is a series of television branding promotions for the new STV App featuring STV’s news, sport and weather presenters from across the country. Filming for the campaign involving a crew and cast of more than 70 people and was shot over two days at a house in the West End of Glasgow. The campaign shows STV faces including John MacKay, Sean Batty and Rona Dougall living together and bringing news reports to Scotland from their home; the Home of Scottish News.
The commercial production elements for the campaign have been produced by STV’s in-house creative agency, STV Creative. Director, Stephen O’Donnell explained the thinking behind the campaign’s concept:
“Everyone in The STV News team is a news enthusiast, working tirelessly to bring the latest news, sport and weather reports to our viewers and consumers across Scotland. We truly believe that the STV News team brings the most friendly, trusted and representative news in Scotland and the tagline ‘home of Scottish news’ fits in with that ethos. Through the campaign , we’ve exaggerated this a little by creating an actual home that represents the STV News App with everyone in the STV family living and working together. It is fun and stylish way to get across the message that everything our consumers know and love about STV news is all available in one place.”
Supporting the campaign is a series of television promos also created in-house by STV’s Promotions team. These also focus on the personalities of the news team and give a rare insight into the lives and thoughts of STV’s presenters. A commercial partnership with Bank of Scotland is supporting the launch of the new app. 72 different trailers have been created featuring ten STV presenters with different versions for each STV area. The promos were shot over 2 days with a small crew of five at the Titan Props Studio in Glasgow.
