Experience It
Experience the new Brand Campaign from The Herald
Today, January 5th, sees the launch of a new brand campaign for The Herald entitled ‘Experience It’. Created by Clayton Graham Communications and directed by David Eustace, the campaign has been designed to create a series of emotionally arresting commercials with powerful editorial content at the core.
Worth over £1 million, the campaign has been designed to create cut-through in the busy TV environment giving readers and non-readers an emotional reason to identify and engage with The Herald. Test screenings of the commercials have created significant impact on viewers with their dramatic content. The suite of commercials consists of two x 60-second commercials, one x 40 second commercial, two x 30-second commercials and one x 20-second commercial.
The commercial scripts are excerpts from real stories carried in-paper, from columnists and magazine features to The Diary humour and editorials. The work of Joan McAlpine, Melanie Reid, Hugh McDonald, Michael Tierney, Elisabeth Mahoney, Ken Smith and David Belcher from The Herald Diary column form the basis for the campaign.
Editor of The Herald, Mark Douglas-Home, commented: “The campaign feels very different from normal TV advertising. There are no gimmicks, no give-aways, just voices telling stories that have been published in The Herald. The individual adverts are like mini-dramas, particularly the ones that last a minute, which are very arresting.”
Director David Eustace, leading photographer and commercial director, added:“ I like the idea that they were universal emotions conveyed by simple stories. We were trying to convey the human dimension that comes across so clearly in the writing.”
The ‘Experience it’ campaign was conceived by The Herald’s Advertising agency, Clayton Graham Communications and the commercials were produced by the agency in a co-production arrangement between smg Commercial Productions and MTP Television, one of the UK’s foremost commercial production houses.
Alasdair Gibbons, Director of Clayton Graham Communications added, “The key aspects of the brief for the ‘Experience It’ campaign were to emphasise the quality of The Herald’s journalism while showing different aspects of the paper’s personality. As a result, the brief allowed us the latitude to create a suite of enormously powerful commercials which answer the brief head on”.
The media schedule for the campaign consists of TV, Radio, Press and Trade marketing and broadcast activity will be medium to heavyweight at all times. There will be a phased release of the adverts screened in groups of two or three throughout the year on Scottish and Grampian TV.
Press advertisements supporting the TV commercials will appear in The Herald advertising supplements and the soundtrack to the TV commercials will be lifted to form the radio campaign which will be broadcast on Radio Clyde 1 & 2 throughout the year. The campaign will also be supported by trade marketing activities and it is anticipated that the campaign will run for between 12-18 months.
To view one of the six adverts, please visit The Herald section of the website, Marketing Campaigns. - January 2005