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60watt The Scotsman

60 Watt ads spark to Scotsman.com ad campaign

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By The Drum Team, Editorial

December 3, 2008 | 2 min read

60 Watt Communications in Edinburgh has been appointed to work with The Scotsman Publications Ltd to develop its Scotsman.com brand.

One of the leading sources of online Scottish news and comment, the Scotsman.com website carries over 2,000 news stories a week, generating circa 15,000 comments.

It is these comments, combined with the volume and quality of online stories, that led to 60 Watt’s positioning that reflects this relationship between the site and its readers.

The strategy is encapsulated in the campaign’s central theme 'the world according to Scotland' and the ads, which will run in-paper and online, feature a number of news, sports, arts, entertainment and political issues viewed with a distinctly Scottish attitude.

Commenting on the new work Peter Mill, joint creative director said: “The site is a cauldron of opinion, not just that of the Scotsman.com writers but of the readers too. This vitality of debate and opinion was crying out to be reflected in the advertising.

"It’s great that The Scotsman.com team has gone for a challenging campaign that we believe will really stand out and make a difference.”

Henry Faure Walker, general manager, The Scotsman Publications Ltd, added: “We set the team at 60 Watt a challenging brief. Not only did we ask them to design a campaign that would reflect the fact that Scotsman.com is a market leader and that it is a trusted source for news and opinion both at home and abroad. But we also wanted the advertising to communicate the innovative content – whether it be comment, blogs, or video – that makes Scotsman.com so compelling.”

60watt The Scotsman

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