Edinburgh Evening News has turned its masthead from blue to red for a day as part of a promotion to launch Virgin Atlantic's Little Red service.
The one-off colour scheme is part of a creative tie-in with Virgin Atlantic, and is the first time that the masthead has changed colour since 1995.
Breda Bubear, head of global advertising and communications at Virgin Atlantic, said: “Everyone at Virgin Atlantic is really excited about flying to Edinburgh for the first time. Scotland has welcomed us with open arms and the Edinburgh Evening News masthead colour scheme change is a great creative idea which will further raise awareness of the launch of our new services.”
The deal was brokered by Mediaforce, the independent sales house that represents Johnston Press, and Manning Gottlieb OMD.
Edinburgh Evening News editor Frank O'Donnell added: "We are delighted to work in partnership with Virgin Atlantic on the launch of Little Red.
"Edinburgh is a key market and the new service to London Heathrow is exciting news for our readers. It will provide greater choice and lower prices for the consumer.
"The last time we changed our masthead it was for Sir Chris Hoy winning his sixth Olympic gold, so turning it red is something special indeed."