A £1m branding campaign featuring the work of journalists has been launched by The Herald in Glasgow.

‘Experience It’ is designed to give readers and non-readers an emotional reason to identify and engage with The Herald.

Test screenings of the television commercials have already created an impact.

The scripts are excerpts from real stories carried in-paper, from columnists, feature writers, diarists and editorials.

They contain the work of Joan McAlpine, Melanie Reid, Hugh McDonald, Michael Tierney, Elisabeth Mahoney, Ken Smith and David Belcher.

Editor Mark Douglas-Home said: “The campaign feels very different from normal TV advertising.

“There are no gimmicks, no give-aways, just voices telling stories that have been published in The Herald.

“The individual adverts are like mini-dramas, particularly the ones that last a minute, which are very arresting.”

The suite of commercials comprises two 60-second commercials, one of 40 seconds, two of 30 seconds each and a single 20-second commercial, all for Scottish and Grampian TV.

Key aspects of the brief for the ‘Experience It’ campaign were to emphasise the quality of The Herald’s journalism while showing different aspects of the paper’s personality.

David Eustace, leading photographer and commercial director, said: “I like the idea that they were universal emotions conveyed by simple stories.

“We were trying to convey the human dimension that comes across so clearly in the writing.”

Press adverts supporting the commercials will appear in Herald supplements, and the soundtrack will be lifted to form a radio campaign for Radio Clyde 1 & 2 throughout the year. The campaign will also be supported by trade marketing activities and it is anticipated it will run for between 12-18 months.