Destination Marketing


During this period of lockdown, all of our UK Short Break and International Marketing campaign activity has been suspended. We are however continuing to present the city through our People Make Glasgow channels in a way that is appropriate for consumers at this time. Engagement remains high and sentiment demonstrates a desire to visit in the future.

By creating and sharing inspirational content, we will keep Glasgow front of mind amongst our audiences and this will pave the way to more tactical messaging when the time is right.

There are several variables, which will determine when and how we encourage inbound travel and tourism; most notably the timeline for the relaxing of travel restrictions and altered consumer behaviour and priorities.

To ensure we respond quickly and appropriately to the changing situation, we will continue to gather and share market intelligence via the Glasgow Tourism & Visitor Plan website

Local and domestic markets look set to be the first to recover and therefore in the first instance, we will be ready to develop campaign activity and support industry to attract the day trip and staycation markets.

Our strong stakeholder and partner relationships will allow us to develop coordinated responses and collaborative campaigns.

As we move through the different phases of recovery, our marketing communications emphasis will transition from positioning to tactical and progress from local to international.

We are now actively starting to plan for the gradual easing of restrictions and what this means for our marketing activity, with the immediate focus on local and Scottish markets. We will engage with our regional partners to encourage day visitors, when appropriate, and work closely with industry partners to shape the consumer propositions and messaging.

Digital Content

Guided by the latest consumer insights, we are actively creating and sharing content about Glasgow on our social media channels with two key objectives at this stage:

  • To keep the destination front of mind for future visitors.
  • To support businesses to generate income, promote new initiatives or keep profile high.

We are developing a digital content plan for People Make Glasgow's social media channels, which covers the following key strands below.

Please follow us and share:

Twitter

Instagram

Facebook

Showcasing and Supporting Glasgow Businesses – putting a spotlight on businesses who have adapted their business model and have an offering which is useful or engaging to audiences at this time.

People Make Glasgow – sharing positive news and inspiring initiatives from Glasgow businesses and communities. Bringing “People Make Glasgow” to life through stories about caring for one another, and the most vulnerable in particular, during this time. Showing thanks to our key workers.

Virtual Travel – continuing to profile the city’s offering for future visitors through virtual travel experiences. Entertaining, educating and inspiring during this time.

Dream Now, Visit Later – sharing User Generated Content to keep the destination front of mind and maintain travel inspiration. Encouraging advocacy and support in preparation for the recovery phase.

Some of this activity is already live and performing strongly on social media channels with positive reactions and comments. “Longing for this city” “Can’t wait to be there again” “Missing Glasgow so much” “This post brings me hope, hope to see you soon Glasgow”

Upcoming content plans

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 directly.

If you have active social media channels at this time, please support and share this content, and help keep Glasgow’s profile high.

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.. People Make Glasgow An article rounding up the inspiring initiatives developed by Glasgow businesses to support communities and the NHS during the Covid-19 crisis.

Experience Glasgow’s Amazing Food Scene from Home Article promoting the wide range of “dining in at home” options from the Glasgow food and drink sector, grouped by local neighbourhood.

Support Glasgow’s Retailers from Home Article promoting the online shopping offer from Glasgow’s wide range of retailers.

Neighbourhood Spotlight Article showcasing each of the city’s neighbourhoods. Given restrictions in place, will provide suggestions for daily walks/exercise highlighting neighbourhood landmarks along the way.

Experience Glasgow from Home – General roundup of the great “Glasgow at home” offering from the city’s small businesses, venues and organisations, to keep people entertained, active and engaged during the crisis.

Celebrating Charles Rennie Mackintosh – Article celebrating the life and work of Charles Rennie Mackintosh to coincide with his birthday on 7 June.

Experience Glasgow’s Amazing Music Scene from Home – Article promoting the wide range of ways to enjoy Glasgow’s vibrant music scene from home.

Top Film and TV Locations in Glasgow – Article with suggestions on TV programmes and films to watch which feature Glasgow locations and landmarks.

Sharing User Generated Content – Sharing inspiring imagery of Glasgow to keep the destination front of mind for target audiences during this time.

Industry Spotlight

We will regularly be putting a spotlight on individual businesses with this content series. This will take various forms, for example, blogs or videos. We’ll be reaching out to city businesses to collaborate in the coming weeks.

People Make Glasgow Newsletter

We will be distributing our newsletter on a monthly basis to our subscriber base of 15,000. The next edition is planned for early June.

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:

info@peoplemakeglasgow.com