The Drum Awards Festival - Extended Deadline

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By The Drum Team, Editorial

May 31, 2010 | 1 min read

A new campaign from Belhaven, continuing promoting the message of 'Scotland's Best' has gone to air, created by The Bridge.

The campaign aims to strengthen the brand’s position within the marketplace which now has a market share of around 26%, and raise awareness among its male target audience.

The campaign will run across STV, Channel 4, Sky Sports and ESPN.

Euan Venters, group managing director of Belhaven told The Drum that while the new campaign did continue to have a connection to sport, it had also been developed with a wider brief in order to capture the attention of a wider audience.

Previously, Belhaven’s advertising campaign had concentrated on promoting its message ‘Scotland’s Best’ at sports audiences with media buying, handled by North Star, placed around sporting events, a strategy which Venters has deliberately widened, although sport fans will still be a priority audience as the brand continues to sponsor Scottish Golf.

the Bridge Belhaven

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