The Scotsman's recruitment arm launched a £2 million ad campaign on its job site today, the Johnston Press-owned newspaper reported. The campaign aims to maximise its audience reach in the Scottish market by tapping into the "secret" world of emotions experienced by jobseekers, aspiring to better their careers and achieve happiness in their lives, MarketingWeek.co.uk reported.

The £2 million ad campaign will be featured across a number of media channels over the next four months. This includes radio advertising, outdoor posters, online, search, print and e-mail. The campaign draws its inspiration from the Web site postsecret.com, an online community art project to which people mail their secrets anonymously, on the back of a postcard, MediaWeek.co.uk explained.

The campaign will initially target Edinburgh and the Lothians, before being rolled out across other Scottish regions.

The Scotsman initially launched its job site in August last year, and then relaunched it on a new technology platform in January this year. Expressing delight on the growth in traffic observed on its job site since January, Henry Faure Walker, general manager of The Scotsman Publications, told MediaWeek, that the Web site has a record "with monthly unique users now running at 180,000."

The campaign was developed by creative agency 60 Watt, with media planning activities handled by Feather Brooksbank. Peter Mill, creative director of 60 Watt, was quoted by the Scotsman.com as saying: "This is a wonderful opportunity to get inside the heads of jobseekers and explore the very real hopes, fears, highs and lows experienced by everyone who aspires to pursuing a better career."