Glasgow Marketing; Scotland with what?


The ‘Glasgow: Scotland With Style’ campaign has been with us for a few years now, but has it worked? I’m sure there is a middle manager at the council in a pokey office who assures us it has.


Personally, I think the message is just fine, but I just can’t figure who we are directing it at. If it is continental Europe, we are seriously delusional while Americans and Canadians looking for style would probably go to London, Paris or just get a Jet Blue flight to New York.

Are we (once again) trying to out do Edinburgh, or are we really trying to convince ourselves?

I’m not saying that Glasgowians don't have style. There are alot of stylish people around the City Centre, West-End, Merchant City and almost every outer suburb. I just think there is more sense in marketing Glasgow a parallel to international visitor’s expectations.


We can learn alot from Queensland, the Northeastern most state in Australia. They have just run one of their most successful campaigns ever: “The Best Job in The World”. The Queensland state government set the internet alight by advertising a £72000 caretaker job;  6 month contract including a luxury 3 bedroom condo a tropical island. The catch? The successful applicant needed to write a weekly blog... That’s all. I guess not getting eaten by a tiger shark, poised by a brown snake or stung by a box jellyfish may have been buried in the contract too though.


The Queensland government could have gone a different way though. There were grumblings a few years ago that the surf, sun and sea marketing campaigns were making the place appear quite shallow. It is fact that Queensland is a world leader in renewable energy research, but that isn’t in line with international visitor’s expectations, so that’s kept to business investment campaigns.


This is the same with the Glasgow marketing efforts. Sure, we are all sick of tartan and bagpipes, but look at the success of Visit Scotland’s ‘Homecoming ‘campaign.


The visitors want bagpipes and tartan, not a Fendi handbag.  


As Mary Queen of Scot’s said: “Let them eat shortbread!”
 

RT @SDesport: Sad to see the stick Dan Parks is getting. Different story when u were celebrating the games he won for us with his boot!

genemunro genemunro

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