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Regional daily goes ‘red top’ for the day

A regional daily paper went ‘red top’ for one day only, changing its trademark colour for the first time in almost 20 years as part of an advertising promotion.

Forgoing its usual dark blue, the Edinburgh Evening News masthead went red as part of a promotion to launch Virgin Atlantic’s new service, Little Red, between London and Edinburgh.

The one-off colour scheme is the first time the masthead has changed colour since 1995.

Evening News editor Frank O’Donnell said he was pleased with how the change had been received.

“The last time we changed our masthead it was for Sir Chris Hoy winning his sixth Olympic gold, so turning it red is something special indeed,” he said.

The Edinburgh Evening News went 'red top' for the day

As well as the masthead colour change and an advertising strap on the front page, the back was taken over by a full-page advert for the new service.

Frank added: “We are delighted to work in partnership with Virgin Atlantic on the launch of Little Red.

“Edinburgh is a key market and the new service to London Heathrow is exciting news for our readers. It will provide greater choice and lower prices for the consumer.”

Breda Bubear, head of global advertising and communications at Virgin Atlantic, said: “Everyone at Virgin Atlantic is really excited about flying to Edinburgh for the first time.

“Scotland has welcomed us with open arms and the Edinburgh Evening News masthead colour scheme change is a great creative idea which will further raise awareness of the launch of our new services.”

The deal was brokered by Mediaforce, the independent sales house that represents Johnston Press, and Manning Gottlieb OMD.

The back page of the Edinburgh Evening News was entirely dedicated to the promotion