Glasgow: Scotland with style Launches £1.83M Round-The-World Initiative
Glasgow City Marketing Bureau Chairman, Councillor Alex Mosson and Chief Executive Scott Taylor will join Laurie Russell, Chief Executive – Strathclyde European Partnership Ltd in launching the £1.83 million Strategic Positioning campaign for Glasgow: Scotland with style.
The project has secured £1.14 million from Glasgow City Council and £687,509 from the European Regional Development Fund through the 2000 - 2006 Western Scotland Objective 2 Programme.
The Glasgow: Scotland with style brand has been developed with the objective of generating the customers to sustain investments already made in the city region’s visitor and business infrastructure and to attract new customers.
Brand building activity will further develop Glasgow: Scotland with style in key international markets via a resourced communications and marketing programme through until the end of 2007.
The forthcoming campaign will comprise advertising, public relations, sponsorship and web activity as well as maximising opportunities afforded by Glasgow’s participation in the Clipper 05-06 Round-the-World Yacht Race.
Councillor Mosson, Chairman – Glasgow City Marketing Bureau, commented:
“The strategic positioning of Glasgow: Scotland with style will allow us to build on the success already enjoyed during the campaign’s first year of activity in raising the profile of the city to a world-wide audience.
“In addition to having overall responsibility for the development and implementation of the campaign across national and international markets, Glasgow City Marketing Bureau will also continue to work with the local business community and other strategic partners on developing brand equity, which will stimulate additional economic benefit and inward investment for Glasgow.”
Of the latest award to Glasgow City Marketing Bureau, Laurie Russell, Chief Executive of Strathclyde European Partnership Ltd, said:
“The identity created by Glasgow: Scotland with style has been tremendously successful.
“This latest European Regional Development Fund grant will allow the identity to grow even further. In addition, more links with trade and industry partners will create opportunities for the private sector to be involved in the marketing campaign.
“The city’s businesses are expected to benefit from an increase in sales of around £50 million from this campaign.”
Since the launch of Glasgow: Scotland with style in March 2004, 181,000 additional tourists have visited the city, equating to £21 million in local economic benefit.
ENDS June 28th, 2005
For further information contact:
Moira Dyer, Senior Manager – Public Relations
Glasgow City Marketing Bureau
Tel: 0044 (0) 141 566 0831. Mobile: 07971 245 805
E-mail: moira.dyer@seeglasgow.com
Note to Editors:
The 2000-2006 Western Scotland Objective 2 Programme will invest £300m of European Funds in the region by December 2006. The European Regional Development Fund provides assistance for people to start or grow businesses; to develop sites and premises for businesses; to upgrade tourism facilities; and to support community economic development. Strathclyde European Partnership Ltd manage the project application process.
PR16b/brandupdate/release/june05