Reshaping the Image of a City - How Glasgow Became Miles Better

John Struthers

1983-4 campaign to improve the image of Glasgow; proposed by the agency itself and funded by money raised from the local business community and media.
Agency: Struthers Advertising & MarketingAuthor: John Struthers

Reshaping the Image of a City

How Glasgow Became Miles Better

SUMMARY

Before the start of this campaign, Glasgow suffered the image among those who did not know it of a city on its knees. Tourists did not consider it a prime destination and business decision-makers were reluctant to relocate there. In September 1982 an advertising agency, itself headquartered in Glasgow, proposed to the Lord Provost the outline of a campaign to move the 'brand image' closer to the objective reality apparent to anyone who had spent time there...

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