Destination Marketing

Recent destination marketing activity delivered to help support industry and delivery of the Glasgow 2030 Tourism Strategy.

Autumn - Winter 2023/24

Domestic Marketing

The new creative video, 'scenes and scenery', used for the Autumn campaign for our domestic market achieved over 9.4m impressions and almost 11.4k engagements. Visit our You Tube page to watch the short video.

Phase one of our domestic winter campaign Glasgow is just warming up, ran throughout November and December, and showcased the food and drink scene and world class events in the city. Activity included paid social media (over 10m impressions) and content partnerships (around 2.8m impressions). We’re awaiting results from the PR/influencer campaign. Phase two is currently running for 2 weeks until 21 January with paid social media activity.

Our January consumer newsletter was issued to our 15k readers, average open rate of 38%, and is jam packed with ideas and inspiration for planning a visit to Glasgow in the coming months. We partnered with Caledonian Sleeper, AC Marriott and Celtic Connections to provide an unforgettable break to the city for one lucky winner. Visit peoplemakeglasgow.com to sign up to the newsletter.

International Marketing

We have partnered with Skyscanner to deliver a 3-month (15 January to 15 March) campaign targeting one of our core international markets, Germany, during a key holiday/short break booking window. The activity aligns with a VisitScotland campaign with Skyscanner giving us access to a warmer and more engaged audience.

This year CIE Tours, the largest U.S based tour operator, will bring their 5-night Daytripper Tour to Glasgow. A B2B campaign is currently running in the USA supporting travel trade intermediary sales to Glasgow including presentations at CIE’s webinar to over 450 US travel agents, sales calls, social media, interviews, podcasts, and articles in on territory trade publications.  

The Expedia campaign continues this month through to March to coincide with a VisitScotland campaign and the optimum international travel booking window, 90 days, to drive Spring/Summer bookings. The campaign features across Expedia and includes a dedicated landing page (featuring one-stop and direct flights, hotels, and activities), display adverts and custom social adverts on Facebook and Instagram.

We are welcoming two significant FAM trips to the city in the next couple of weeks.

Visit Britain are bringing an international influencer trip they are hosting for 7 markets (USA, Australia, China, South Korea, Norway, Brazil, Spain) and will be visiting music related locations and attending a number of Celtic Connections shows.

Working with Visit Scotland and ASA DMC we will be welcoming travel trade buyers from Canada and the Nordics to Glasgow as part of the Showcase Britain activity. The groups will experience a range of bookable experiences and meet with local suppliers at a networking breakfast. 

PR activity

Media Gateway is the biggest travel media event in the UK that takes place outside London. Hosted by Travel Connection Group, the event takes place in a different UK city each year, and attracts journalists from across the UK & Ireland to meet and network with PR representatives from travel companies and destination from across the globe. The event is moving to Glasgow in June 2024 from 24 to 26 June. Glasgow businesses will benefit from £100 discount on registration when quoting Glasgow Life. Visit the Media Getaway website to find out more and register

The new B2B industry website visitglasgow.org will go live early 2024 and will be a great resource for industry with information and support for meeting planners, events organisers and travel trade intermediaries. The website will also house support for industry including the destination toolkits and lots more. Keep an eye out on our socials for more info.

Our Credentials

Glasgow Scotland