Sharing our cultural city
Glasgow Music Nonstop
Glasgow Life’s Destination Marketing team secures VisitScotland funding for next phase of music-themed domestic tourism campaign - 'Glasgow Music Nonstop'.
The first phase of the Glasgow Music Nonstop campaign, from mid-February to end March, supported Glasgow’s live music industry and the night-time economy and facilitated industry collaboration to aid the development of music themed product for the city.
The campaign showcased the energy and vibrancy of the city’s unrivalled music offer and positioned Glasgow as a first-choice short break destination for music fans. Targeted to audiences in North West England, it featured a mix of targeted digital and social media advertising, PR activity and partnership activity with Avanti West Coast along with development of music-themed content on the city’s official visitor website and a new promotional video.
"Scotland’s biggest city hits the top note every time for music lovers."
Sunday Mirror
PR, media and influencer engagement
Media coverage was secured in publications in the North of England including STYLEetc and Confidentials Manchester.
We also worked with travel and music blogger Stephi LaReine on a music themed trip to Glasgow.
We still have coverage to appear in the titles including Manchester Evening News, Liverpool Echo and Daily Record.
Glasgow Music Nonstop – what’s next
The second phase of Glasgow Music Nonstop will be targeted to audiences across Scotland and showcase music-themed experiences alongside the great summer music events and festivals taking place in the city. Activity will include:
- Music-themed content development including blogs from Piping Live and SubClub and a series of short reels for Instagram and Facebook.
- Partnerships with Ticketmaster, The List and Bauer Radio allowing us to reach engaged music and arts audience across target geographies
- Consumer PR and influencer activity.
Campaign results
5.1 million
video views
51,000
clicks throughs to landing page
8 million
impressions
UNESCO City of Music status plays well in Europe
Glasgow’s music scene continues to be promoted via Scotland’s UNESCO Trail on social channels, and VisitScotland begins paid media activity in the UK and Germany from July. Businesses can get involved through the toolkit.
Music has also been used to inspire French and German visitors. Germany’s GEO, COUCH and Frankfurter Allgemeine & Süddeutsche Zeitung also highlighted responsible tourism, the Botanic Gardens, Finnieston, The Dockyard Social, The Old Fruitmarket and Soul Food Kitchen. In France, an entire podcast dedicated to Glasgow was produced by Géo, leading with music and covering friendly people, the food scene, pubs, the Hunterian, Riverside Museum and Mackintosh heritage.