Glasgow Business . 23
www.glasgowchamberofcommerce.com
GLASGOW BUSINESS AWARDS 2014 WINNER
People power is a winning formula across the world
PEOPLE MAKE GLASGOW makes City Marketing Bureau a success story G
lasgow City Marketing Bureau (GCMB) scooped the Creative Marketing Award for
the development and launch of its PEOPLE MAKE GLASGOW brand and campaign at Te Glasgow Business Awards 2014, sponsored by Bank of Scotland. Te judges, in the ScotRail-
sponsored category, chose GCMB’s entry because of the brand and campaign’s success in communicating Glasgow’s reputation as a world-class city in which to live, work, study, invest in and visit. GCMB was awarded the title
of UK’s Best Convention Bureau for the eighth year in a row in March 2014. Te accolade came following a vote of 3,000 meeting industry professionals polled for the influential industry magazine Meetings & Incentive Travel. Tey followed this with an incredible ninth win in 2015. In the 2013-14 financial year,
Glasgow hosted 453 conferences, equating to £118 million in local economic benefit. Conference delegates now account for one in five hotel beds sold in Glasgow, underlining the importance of conventions business to the city. Another measure that
illustrates GCMB’s success is the fact that Glasgow’s annual hotel occupancy hit an all-time high. For the financial year 2013-14, occupancy averaged 80.4 per cent – a 3.5 per cent increase on the previous year and the first time since records began in 1999 that occupancy had hit the 80 per cent or higher figure. GCMB said it approached the
project with a robust, evidence- based approach, employing stakeholder engagement, digital
the people of Glasgow on the question of ‘What makes Glasgow a great city?’ Te Bureau worked with
digital agency Storm ID to build a ‘what makes Glasgow great’ website where visitors could have their say on and share brand ideas, images and video content. Te site employed responsive design, with content presented through a dynamic ‘tile wall’ that updated in real time as opinions were added. Postcards and collection
boxes were also sited in more than 60 locations across the city, including libraries, museums, leisure centres, benefits offices, community halls, shopping centres and hotels, to allow as many people as possible to share their views. Te PR campaign targeted
media across the UK, and globally through GCMB’s network of PR agencies in France, Germany, Canada, Australia and the US, aiming to maximise coverage and awareness. Te PR campaign generated
more than 80 items of print, broadcast, and online media coverage across the UK and internationally, with the tone of the coverage being 96 per cent positive. Social media at the time of the
Councillor Gordon Matheson, Chairman, Glasgow City Marketing Bureau, is presented with The Glasgow Business Award 2014 for Creative Marketing by Sue Perez of sponsor ScotRail
and social media and a comprehensive PR campaign. In February, GCMB appointed
agency Tayburn to conduct interviews of 50 of Glasgow’s leaders, from SMEs and larger
businesses and from the public sector and academic communities, to help inform the development of the new brand. Between April and May,
GCMB held a conversation with
launch and subsequently reached a total audience of 1.25 million Twiter and Facebook users. Te new brand has been
widely endorsed by Scotland’s media, industry and creative sectors. In August 2013, Glasgow’s
winning bid to host the World’s Down Syndrome Congress in 2018 was the first to carry the city’s new brand.
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