View all newsletters
Sign up for our free email newsletters

Fighting for quality news media in the digital age.

  1. Comment
February 6, 2013

Wake up and smell the coffee? DC Thomson claims Scottish newspaper first

By Press Gazette

 

 

Scottish publisher DC Thomson is claiming a “first for a Scottish newspaper” this morning after publishing a “bespoke scented advertisement” – claiming readers of today’s print edition of the Press & Journal will “open their newspaper and experience the aroma of coffee” . 

In a release the company said:

The magenta ink in the full-page advertisement is infused with the smell of coffee.  DC Thomson’s Advertising and Creative Teams came up with the innovative idea after being commissioned by Aberdeen-based IT company BusinessPort.

Head of Commercial Mark Hopkins said: “BusinessPort wanted a pioneering advert that would really stand-out from the crowd and help to attract new business, promoting their products.  Our Advertising and Creative Teams worked together to devise this campaign.

“Previously, newspapers have had ‘scratch and sniff’ type advertisements but the magenta ink being used in our advertisement is actually impregnated with the scent of coffee. 

“It’s a first for a Scottish newspaper and we’re confident it will not only get people talking about the technique, but also talking to BusinessPort about their products and services.  We’re very excited to be leading the way like this in offering innovative advertising solutions.”

The advert is being supported with in-paper promotions and radio advertisements, as well as through social media including Twitter.

Content from our partners
MHP Group's 30 To Watch awards for young journalists open for entries
How PA Media is helping newspapers make the digital transition
Publishing on the open web is broken, how generative AI could help fix it

 

Topics in this article :

Email pged@pressgazette.co.uk to point out mistakes, provide story tips or send in a letter for publication on our "Letters Page" blog

Select and enter your email address Weekly insight into the big strategic issues affecting the future of the news industry. Essential reading for media leaders every Thursday. Your morning brew of news about the world of news from Press Gazette and elsewhere in the media. Sent at around 10am UK time. Our weekly does of strategic insight about the future of news media aimed at US readers. A fortnightly update from the front-line of news and advertising. Aimed at marketers and those involved in the advertising industry.
  • Business owner/co-owner
  • CEO
  • COO
  • CFO
  • CTO
  • Chairperson
  • Non-Exec Director
  • Other C-Suite
  • Managing Director
  • President/Partner
  • Senior Executive/SVP or Corporate VP or equivalent
  • Director or equivalent
  • Group or Senior Manager
  • Head of Department/Function
  • Manager
  • Non-manager
  • Retired
  • Other
Visit our privacy Policy for more information about our services, how New Statesman Media Group may use, process and share your personal data, including information on your rights in respect of your personal data and how you can unsubscribe from future marketing communications.
Thank you

Thanks for subscribing.

Websites in our network