AN ambitious collaboration between Scotland’s licensed trade and Forrest Media, Scotland’s leading out of home media owner, has been launched to encourage consumers to support their local pubs and bars.
The Scottish Licensed Trade Association’s £150,000 outdoor advertising digital media campaign – specifically designed to get people back into the nation’s pubs and bars and support the industry – will appear on digital billboards in Glasgow and Edinburgh throughout September and October then again in January and February next year.
Entitled #PUBLOVE …, the campaign has been created by D8, a Glasgow-based strategic branding and design agency and is inspired by the 1970s “Love is…” craze. The campaign is designed to highlight the nostalgic emotions around a visit to your favourite pub or bar and provoke a positive emotional response from the consumer.
It will be seen across Forrest’s Scottish portfolio of 16 giant digital billboards, delivering approximately 1.45 million impacts per fortnight. The billboard sites include the Clydeside Expressway and Southern Gateway in Glasgow.
Paul Waterson, chief executive of The Scottish Licensed Trade Association, said: “Our premises continue to be at the centre of the Scottish social scene and are a real selling point for tourism.
“Everyone loves our pubs, bars and nightclubs but we need to do more to support our industry and get the message across loud and clear that they are part of our communities and a key contributor to local economies the length and breadth of Scotland.
“Highlighting all that’s good about the Scottish licensed trade is what this unique partnership with Forrest Group is all about – they are showing great confidence in our sector and the industry more generally, and we thank them for that.”
Forrest Group CEO Chris Trainer said of the campaign: “We are delighted to collaborate and strengthen our ties with the Scottish licensed trade which is part of the fabric of Scottish society.
“SLTA members, and sponsors through their outlets and brands, form a valuable sector within our industry and it’s great to work with such forward-thinking people who are not afraid to embrace new opportunities and adopt a fresh approach to marketing.”
