STV has created a new commercial format, with the aim of engaging consumers and looking to deliver a deeper brand experience.
VisitScotland is set to be the first brand using the new platform, Content Led Communication, which looks to tell great stories that are relevant to STV’s audience by engaging consumers in a social media environment.
STV’s head of sponsorship Debbie Robinson, explained: “This is the first partnership of its kind on STV - the content will broadcast in commercial airtime but has a distinctly editorial feel. We anticipate this is a format that will be popular with our commercial partners as we know this approach provides deeper viewer engagement.”
The VisitScotland campaign will launch with a bespoke 60 second feature for VisitScotland about a couple that visit the island of Islay for the first time.
Malcolm Roughead, chief executive of VisitScotland said: “We are absolutely delighted to be working in partnership with STV on the very first advertorial of its kind. Islay was only recently named one of the top 10 islands in the UK by TripAdvisor and we’re over the moon that Rosie and Andrew finally made it to soak up the sights, sounds and of course the whisky of this brilliant island. I hope more people will follow suit and get out there to discover their own brilliant island moments which are right on our doorstep”.
The content was produced by the STV Creative team.