Rebranding Glasgow

People Make Glasgow

 

Why did Glasgow need rebranding?

  • Had used ‘Glasgow – Scotland with Style’ for 9 years – did not capture full warmth and vibrancy of the city and had not tackled some of the deep challenges regarding reputation that the city had
  • Wanted to tackle any out-dated perceptions head on and capitalise the attention of the Glasgow 2014 Commonwealth Games
  • Aimed to grow investment into the city, positioning it as a world-class destination for tourism, business and education

 

Story of the People make Glasgow… strategy:

  • The brand positioning was based totally on comments from the general public – asking the public what they thought the brand approach should be
  • Once general approach was agreed, a lot of time was spent on engaging people in the debate
  • Conducted in-depth interviews and consultations with over 50 of Glasgow’s most prominent leaders from private, public, and academic sectors
  • Postcards and collection boxes were put in over 60 places such as libraries, museums, community halls, shopping centres etc – this was to make sure that the campaign did not exclude members of society who did not have access to the internet, meaning everyone could express their views on the scheme and rebranding
  • Glasgow City Council has committed £500,000 this year to develop and promote the brand across the UK and internationally
  • Over 7000 people viewed the campaign online