Glasgow Life’s Destination Marketing team and creative agency Frame have won gold in the Tourism, Leisure, Culture & Sport category at this year’s Marketing Society Star Awards for the domestic tourism campaign, ‘Introducing Glasgow’.
The marketing campaign, developed in direct response to research findings, was designed to grow Glasgow’s reputation as a short break destination and attract more ‘staycation’ visitors from across the north of England.
‘Introducing Glasgow’ brought Glasgow’s identity to life, harnessed the city’s unique character and enabled Glasgow Life to communicate some of the best things to do in the city. Post-campaign evaluation revealed that Glasgow’s position as a spontaneous city break choice increased to 5th in the UK and over a third of those who saw the campaign claimed to be more actively considering a trip to Glasgow.
Inspiring visitors from across the UK is a priority action within the city’s Tourism and Visitor Plan and the team are currently working on campaign activity to directly support the city’s recovery and tourism and hospitality sector.