The Press & Journal has launched a comprehensive marketing campaign designed to strengthen its identity as the voice of northern Scotland. The initiative, titled “Your Voice of the North,” represents a significant brand positioning effort for the Aberdeen-based daily newspaper.
The campaign aims to demonstrate the value of trusted regional journalism in amplifying community concerns to policymakers and decision-makers. At its core, the initiative emphasises the newspaper’s role in not merely reporting events, but actively representing the interests and priorities of communities across northern Scotland.
Central to the campaign is a refreshed digital presence, with the publication updating its website to clearly articulate its mission and regional focus. A campaign video has been produced to support the messaging, highlighting the newspaper’s commitment to serving the communities of the north.
The three-month marketing push will be complemented by a regional roadshow scheduled for next month. Events are planned for multiple locations including Elgin, Inverness, and Aberdeen, bringing together readers, business leaders, and stakeholders to discuss regional priorities and concerns.
The campaign strategy focuses on demonstrating how regional journalism creates measurable value across multiple touchpoints. The approach positions the newspaper’s combination of community trust and national influence as a distinctive strength in an increasingly fragmented media landscape.
Leadership at parent company DC Thomson emphasised that the initiative showcases the continuing relevance and power of regional media. By placing brand mission at the centre of marketing efforts, the campaign seeks to illustrate how trusted journalism unites communities whilst delivering tangible value to subscribers, advertisers, and commercial partners.
The timing of the campaign reflects broader discussions within the media industry about the role and sustainability of regional journalism. The initiative represents a proactive approach to brand building, asserting the newspaper’s relevance and value proposition in a competitive marketplace.
