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Daily books X-Factor slots to show off new look

A Scottish newspaper turned to one of television’s most popular audience voting shows – the X Factor – to get its new brand image across to its readers.

The Daily Record launched its latest marketing campaign with an advertisement aired during the Simon Cowell-produced blockbuster on STV.

The ‘Record of the Moment’ theme – designed to convey how the Daily Record communicates with all ages and genres of reader mirroring its print product and digital services – displays images of babies, children in classrooms through to pensioner couples.

Murray Foote, Daily Record editor, said: “Our new campaign encapsulates the emotion of the Daily Record’s Scottish heritage but also repositions the brand as a 24/7 publisher.”

The TV ad runs until November on STV, Channel 4 and Channel 5 with a wider marketing campaign involving outdoor, PR plus social and digital activity.

For the advert go to