A modern approach to city branding with tangible results.
Having developed the Glasgow: Scotland with style brand and managed its implementation, Maguires broke the mould in terms of destination advertising for Glasgow, using for the first time, a cutting-edge lifestyle concept strategically aimed at style setters and style adopters in London and beyond.
The £1.3M campaign launch used targeted media buying, minimal copy and maximum imagery to effectively position Glasgow as the destination of choice in the leisure and international conventions markets. The brand strategy sought to promote tourism and city investment, effectively re-positioning Glasgow on both National and International markets.
Achievements were evidenced by Glasgow attracting 2.8 million visitors per annum generating £700 million for the local economy; conference bookings of £148 million in 2006/2007, and the winning of awards including the International Congress and Convention Association Best Marketing Award 2006, MIMA 2006 Best Brand Marketing Award, Conde Nast Traveller Favourite UK City 2006 and M&IT Best UK Convention Bureau ten years running.
Throughout the brand’s tenure, multiple major events were hosted in Glasgow, such as the UEFA Cup Final in 2007, the MTV Europe Music Awards and the MOBOs. Aspects such as The Style Mile, Glasgow City of Science and The Scottish Style Awards act as a lasting legacy of the brand’s success.
The Glasgow: Scotland with style branding was at the core of the city’s marketing from 2006-2013 and currently holds the position as the UK’s longest serving city brand.
“We have worked with Maguires for over 10 years since the launch of the ground breaking Glasgow: Scotland with Style city brand campaign. Their understanding and ability to consistently adapt to our changing needs was World Class in its design and execution. Working with the Maguires team that will stay up all night to deliver a creative solution to a brief, that have a passion for perfection bordering on the unhealthy and a rock-solid crew who believe in the client, is a real bonus.”
Former Chief Executive
Glasgow City Marketing Bureau