09 Jan 08

MediaCom Edinburgh Turns Famous Scotsman Masthead Green

MediaCom Edinburgh has revealed details of the unique media partnership it brokered between Scotsman Publications and the Scottish Government which saw the paper for the first time in its 190 year history change the masthead from blue to green.

To help promote the `Greener January’ activity, part of the Government’s environmental sustainability campaign, the partnership project saw large sections of the Scotsman’s Wednesday January 9th edition dedicated to environmental and sustainability issues, including its entire `Scotsman Recommends’ pull-out section.

The dedicated green issue also included a double page spread featuring the Scottish Government’s `10 Sustainability Pledges’ (a guide to living a greener lifestyle for 2008 and beyond), as well as an opinion piece from Environment Minister, Michael Russell. Under the arrangement, Scotsman.com will also run a special green online readers’ quiz as well as publishing a series of online articles across January outlining the Government campaign and urging readers to do their bit by taking the environmental pledges.

Commenting on the partnership deal, MediaCom Edinburgh Account Director Nicola Stait said, “Through the deal with the Scotsman, the team here at MediaCom Edinburgh ensured that the Scottish Government’s Greener January campaign received as much exposure as possible. Changing the face of the Scotsman for the day gave the campaign an innovative slant and was a great way of making sure the campaign had a strong impact on the Scottish public.”

MediaCom Edinburgh was retained as the Scottish Government’s framework contract media planning and buying agent in November 2007 worth over £60 million.