Destination Marketing
#GlasgowIsOpen campaign
The #GlasgowIsOpen campaign was launched by Glasgow Life on 15 July to coincide with the reopening of the tourism sector in Scotland and has achieved excellent industry and consumer engagement to date.
Initially focused on a local audience, the campaign has now extended its reach to the wider west central Scotland market. Starting last week (w/c 24 Aug), activation now includes a series of promotions across Capital Radio, Radio Clyde and Heart Radio as well as digital activity targeting the 18-35 audience within a 30 mile radius of the city. Radio promotions reinforce the city’s position as a welcoming, friendly and safe destination, encouraging listeners to explore like a tourist.
A new digital asset has been created for this second phase of marketing communications, using stills and film to present an inspiring collection of experiences and compelling reasons to visit.
Content promoted across People Make Glasgow channels will continue to provide trip inspiration as well as ‘know before you go' information to plan for a safe and enjoyable city visit.
Media outreach will continue to generate features in lifestyle and travel titles, as well as blogs, to complement the campaign activity.
Get behind the campaign:
- Follow People Make Glasgow social channels and share content.
- Use the hashtag #GlasgowIsOpen on your social media posts.
- Complete the short two minute business re-opening register to ensure we have the latest information on your operations.
- Use the #GlasgowIsOpen graphic assets available from the Glasgow Tourism and Visitor Plan website.
Digital content
Guided by the latest consumer insights, the team is actively creating and sharing content about Glasgow on People Make Glasgow social media channels with our key objectives at this stage being:
- To support #GlasgowIsOpen messaging and encourage people to visit the city
- To support businesses to generate income, promote new initiatives or keep profile high
- To engage local and day trip market in safe city experiences and promote the “support local” message
- To keep the destination front of mind and inspire future visits
Please follow us and share:
Live content
Our live content, which can be found on our new Glasgow Now content hub, currently includes the following features:
- Know before you go: A practical guide to visiting Glasgow
- Dine out in Glasgow
- Support local: A guide to Glasgow’s shopping scene
We’ve also recently worked with partners to create two new blogs:
We are updating and promoting this content on a regular basis.
Planned content
Below is a summary of our content plan for the month ahead. We would love to hear from you if you have ideas or a business offering to contribute to this plan. Please get in touch.
If you have active social media channels at this time, please support and share this content, and help keep Glasgow’s profile high. #GlasgowIsOpen
Please note, our content plan is constantly being reviewed and updated in light of the latest consumer insights and government guidance, so may be subject to change.
- Top ten reasons to have Glasgow on your travel wish list
- “Support local” blog series
- Glasgow: Dear Green Place
As well as creating new content, we will also be continuing our regular social comms schedule including:
Sharing user generated content – Sharing inspiring imagery of Glasgow to keep the destination front of mind for target audiences during this time. Ask the community – Asking our social community for their recommendations on where to go in the city which we can share on Twitter. People Make Glasgow Newsletter – Distribution of our newsletter on a monthly basis to our subscriber base of 15,000. You can read the August edition here. The next edition is planned for early September.
Please get in touch with our content team if you would like to contribute to any of these content features or share any additional ideas: