Glasgow City Council Strategic Plan Priority One: Economic Growth

“A resilient & growing city economy”

“Create a more confident & competitive workforce” Priority Two: A World Class City

“Complete internationally for investment, business & events”

Glasgow Economic Leadership Strategic Plan

Raising ambition in our companies and our people

THE STRATEGIC ARENA

• A brand that communicates the city’s vision

• A brand that helps you articulate Glasgow’s story in a structured way to your

target audiences

• A brand that creates a point of difference

• A brand that champions its citizens

• A brand that becomes a call to arms for the city to get involved

• A brand that grabs attention with scale and focus

ROLE OF THE CITY BRAND

• Be based on truth

• Reference converging points of view

• Be mandated and supported

• Be transparent inclusive process

• Be flexible for complex, linear markets

• Engage and be relevant

• Help win business

THE CITY BRAND MUST

DEVELOPMENT OF THE CITY BRAND

• Key attributes emerging

A vibrant city full of life and energy The UK’s best shopping outside London A city bursting with culture, art, museums, theatres and music One of the world’s top 10 sporting cities Host city to the XX Commonwealth Games Home to Charles Rennie Mackintosh A global reputation for engineering excellence World class Universities delivering cutting edge R&D Centres of excellence in financial services, life sciences, low carbon, industries, engineering, tourism and the creative industries A growing and well educated workforce Good quality of life making it a great place to live and work A bustling nightlife scene with stylish bars and the finest restaurants A compact city that’s easy to navigate with beautiful architecture and iconic buildings A city that works well together to get things done All underpinned by warm, welcoming, friendly people with a sharp sense of humour that take great pride in their city

STAKEHOLDER CONSULTATION

PUBLIC CONVERSATION

PRE MODERATED CONVERSATION WALL

• Digital reach 400,000 Facebook and Twitter users over 4 weeks

• Brand conversation wall 7000 visits

• 1500 + people from 42 countries across

– China

– Europe

– USA

– Australia

– India

– UK

CONVERSATION WALL & METRICS

I’m from Philadelphia but came to Glasgow 14 years ago … In all these years I’ve worked across the globe Glasgow calls me back. I missed the chat, the salt of the earth generosity, the honesty and the grit.

CONVERSATION WALL

PUBLIC CONVERSATION – BY THEME

CONVERSATION WORD CLOUD

What makes Glasgow different from any other city is the indomitable spirit and attitude of the people.

It’s an ambitious, bold, inventive and entrepreneurial city because the people are. We transform barriers into challenges and challenges into opportunities.

It’s a warm, welcoming and genuinely friendly city because the people are. We instantly make you feel at home.

It’s a down to earth, to the point, no nonsense city because the people are. We work well together and they get things done.

It’s a place where things will happen. It’s a place that makes things happen. And now’s a great time to be here.

THE CORE NARRATIVE

BRAND EXTENDERS

POWER TO THE PEOPLE

• 1.25 million worldwide social media reach

• Trending on Twitter

• 95 million opportunities to see (OTS)

• 70 published media articles at launch

• 96% Positive coverage

BRAND LAUNCH METRICS

• Research: Stakeholder £31

• Digital Wall Development £10

• Legal: Intellectual Property £ 8

• Brand Creative £14

• Public Conversation £31

• Launch Costs £ 0

_____

£94k

k = £000

BRAND DEVELOPMENT COSTS

GLASGOW AIRPORT

From left to right: Kevin McEntee, Andy Semple and Davie Coull

CITY BRAND CHAMPION

Sir Tom Hunter, Philanthropist

CITY BRAND CHAMPION

BRAND IN ACTION - LET’S CELEBRATE

ECONOMIC• attracting significant numbers of visitors

PROFILE• enhancing Glasgow’s profile internationally

BRAND• substantiating the city’s brand positioning

BRAND WITH MAJOR EVENTS

BRAND WITH MAJOR EVENTS

“People Make Glasgow, the marketing campaign proclaims, welcoming athletes, fans and officials to Scotland's largest city”.

Kris ShannonThe New Zealand Herald22 July 2014

PICTURE POSTCARD OF THE CITY

A strategic, collaborative approach to major events and destination branding.

A robust evaluation and impact measurement framework.

A Major Events Charter guarantee of support to maximise economic, profile and brand opportunities for event and destination.

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BRAND WITH MAJOR EVENTS

• Get the story behind the brand

• Check out creative of the brand in action

• How to use guide

• Download brand mark print and digital

• How to use extender words for your business

SINGLE BRAND MESSAGING IS OUR CITY STRENGTH

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• Be a brand champion for Glasgow

• Share your ideas with us

• Help us profile your people

• Help your people profile Glasgow

GLASGOW

LET’S COMPETE TOGETHER