Case Studies
Glasgow City Marketing Bureau (GCMB)
Positioning the City of Glasgow as a Style Brand
The Glasgow City Marketing Bureau implemented ‘Glasgow: Scotland with Style’ as its new positioning with the aim of attracting more visitors to the city.
We realised that to market the city as a style brand, we needed to behave as a style brand. We conducted an audience segmentation and from this created a ‘Style Pyramid‘, to emphasize the groups of people we needed to target and the best way to reach them. We then tailored our media buying and selection to match each of these segments.
This campaign worked towards long term promotion of Glasgow’s image and brand. Since the launch of ‘Glasgow: Scotland with Syle’, 228,000 additional tourists have chosen to visit Glasgow (Source: Glasgow City Marketing Bureau) and both Hotel Occupancy and demand for rooms in the city have increased.
In addition, the city has been voted “Condé Nast Traveller Favourite UK City 2006” by the stylish travel bible and the Lonely Planet guide to Scotland proclaims, “Glasgow is a highlight of any trip to Scotland … a byword for style and chic”
“Through this combination of advertising, media placement and public relations, we have come up with a highly targeted marketing communications strategy that will build a lasting foundation for Glasgow: Scotland with Style” Scott Taylor, Chief Executive, Glasgow City Marketing Bureau
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