STV Launches HD TV with World Cup Campaign by The Union

STV has launched a major marketing campaign to promote the STV World Cup coverage involving a combination of off-air and on-air promotion. The theme of the quirky campaign, which was created by The Union, is ‘Who will you support?’ The campaign also promotes STV’s new HD service which launches this week.

The campaign will run across television, radio, outdoor and in-bar media across Scotland. Each advertisement consists of a country’s flag with a reason why someone might choose to support that country. Beer mats will also be distributed to bars across Scotland, promoting a ‘Who will you support?’ competition encouraging fans to enter to win a home entertainment system.
Gill Petrie, Marketing Manager at STV, said: “We wanted to run a fun and upbeat campaign that really captured the excitement surrounding the World Cup and encouraged our viewers to be supporters rather than simply spectators. Even though Scotland isn’t competing, we know that Scotland is a nation of football fans all keen to get involved in the spirit of the competition.  
It doesn’t really matter how tenuous the link is between the country and the reason for choosing to support them; it’s all about getting involved in a great sporting event, and having a sense of humour about the fact our national team isn’t participating!  We’re delighted with the simple yet innovative executions created by The Union, and we very much hope the creative makes people smile and get involved with the World Cup on STV and the competition tied into the campaign.”

Michael Hart, Creative Director at The Union, said: “Even though it’s been 12 long years since Scotland last qualified, Scots football fans will still be glued to the telly come June 11th to cheer on their ‘second’ team. We simply exploited this fact to engage with our audience in a way that makes the STV HD World Cup experience more enjoyable.”

To view the work visit: For more information on The Union visit

Contact: Ian McAteer
Phone: 0131 625 6000