STV launches new commercial format with VisitScotland campaign

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STV has developed a brand new commercial format to engage consumers and deliver a deeper brand experience.
Content Led Communication, developed by STV’s head of sponsorship Debbie Robinson, is designed to tell great stories that are relevant to STV’s audience by engaging consumers in a social media environment and creating a point of difference from competitors.
The first campaign has launched on STV with a bespoke 60 second feature for VisitScotland about a couple that visit the island of Islay for the first time. The viewer is alerted to the partnership between STV and VisitScotland through on screen branding.
STV’s head of sponsorship Debbie Robinson, said: “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.”
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 award-winning STV Creative team who worked alongside VisitScotland to bring the unique Content Led Communication format to life.
For further information, please contact the STV press office:-  
Eleanor Marshall
0141 300 3670 / 07803 970 143
Anna Hendry
0141 300 3830 / 07921 494 654