Glasgow City - Style capital: positioning the City of Glasgow as a style brand

This paper details the 2004 campaign to increase hotel occupancy and tourism in Glasgow by repositioning the city as a vibrant, stylish capital of style.
Agency: Feather Brooksbank

Glasgow City – Style capital: positioning the City of Glasgow as a style brand

INTRODUCTION

In March 2004, the Glasgow City Marketing Bureau implemented “Glasgow: Scotland with style” as the new positioning for the vibrant second city of the Empire. The media brief had clear ROI objectives: to increase hotel occupancy by 2% across the city and drive an additional £19.7 million of leisure tourism spend to the city.

The challenge for Feather Brooksbank was to sell this branding to a marketing savvy, modern urban audience in a way that convinced them that not only was...

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