News Worth Waiting For: The Sunday Post Flies the Flag for Investigative JournalismSeptember 22, 2020
The Sunday Post is flying the flag for quality news output with an ambitious multi-channel campaign. The activity, which encompasses OOH, digital, experiential, PR and radio, showcases the importance of considered, in-depth journalism in the age of relentless 24-hour news cycles.
The campaign follows a shift in editorial direction from the paper in recent years, with a renewed focus on campaigning and investigative journalism, delivering important and compelling stories.
The paper has won a series of awards in recent years and was named Scotland’s Newspaper of the Year in 2018 after an investigation into Smyllum Park orphanage. More recently, the newspaper’s journalism has been hailed for exposing the toll of the mesh implant scandal in Scotland and detailing the unfolding tragedy in Scotland’s care homes.
In a world of always-on news cycles, The Sunday Post campaign supports a belief in slower, more considered journalism. With 52% of Britons placing little or no trust in online news sites*, The Sunday Post’s OOH campaign aims to show why quality, considered news, is more important than ever.
Highlighting the reputable skills of the editorial team, the campaign employs disruptive copy-led advertising to engage audiences and spark a shift in brand perception, with lines including; News worth waiting for; We don’t just break the news. We tell the whole story; and You shouldn’t need to fact check the facts. That’s our job.
Intelligent, high-visibility messaging is appearing at OOH sites including Scotland’s full Tesco Network. These are in addition to ten high footfall sites projected to reach +15% of the Scottish population.
Messaging promoting the DC Thomson Media paper is being further amplified through eye-catching advertising placements on social media, encouraging audiences to consider the bigger picture when consuming click-bait headlines.
Punchy video content will accompany OOH and digital activity, unpacking the campaign proposition in a striking 6, copy-led, film which highlights the care taken to run important, in-depth investigations and rich features.
Jim Wilson, Editor of The Sunday Post, said: said: “Our readers have been enjoying the journalism of The Sunday Post for more than 100 years but the traditional strengths of Sunday journalism, the ability to take more time to tell stories with depth, has never felt more important. This campaign is flying the flag for quality, trusted journalism and the need for that journalism has never felt greater.”
Richard Neville, Head of News Brands at DC Thomson Media said: “Instant news, of course, has its place, but at the pace it’s being produced, we’re seeing that there is sometimes little room left for investigation, or deeper thought. The art of considered news should never be forgotten and an institution like The Sunday Post is the right paper to highlight this. We’re immensely proud of both the newspaper and this important campaign.”
In addition, DC Thomson Media is running airtime radio advertising spots for the duration of the campaign delivering compelling messages on the particular qualities of Sunday journalism.
*Ipsos, 2019, Trust in the Media
** Research conducted by OnePoll of 1000 women aged 20-30 and 1000 women aged 50-65 in the UK (30/08/2019 – 04/09/2019)