STV has launched a major new marketing campaign to promote its recently bolstered digital offerings, including a redesiged website and long-awaited News App which debuted last week.
The campaign aims to position the broadcaster as 'The home of Scottish News' and will run as a series of TV executions featuring STV’s news, sport and weather presenters from across the country.
A total of twelve STV presenters took part in the campaign, which saw John MacKay, Sean Batty and Rona Dougall living together and bringing news reports to Scotland from their home.
The commercial production elements for the campaign were 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."
Supporting the campaign is a series of television promos, 72 in total, also created in-house by STV’s promotions team. These also focus on the personalities of the news team, providing viewers with an insight into the lives and thoughts of its presenters.
Multi-platform promotions manager Jude Hartley said: "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.
"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."
A commercial partnership with Bank of Scotland is supporting the launch of the new app. The dedicated news app has been in development for the last two years prior to its launch last week.
STV chief executive Rob Woodward told The Drum that STV has "undertaken a huge amount of research and identified a gap in the market which led to the creation of the app."
News of the app follows on from the release of STV's annual financial figures which revealed healthy profits and the company's lowest net debt in a decade.