Glasgow projecting a new image to buyers

Glasgow is aiming to change event organisers’ perceptions of the city through a five year, multi-million pound rebranding campaign. Using the strapline ‘Glasgow: Scotland with Style’, the campaign positions the destination as "a cosmopolitan European city", and "a modern, dynamic location for investment and tourism". The campaign is expected to generate £42m of investment in Glasgow’s economy over the next two years. The rebranding comes after research by the Greater Glasgow & Clyde Tourist Board (GGCTB) revealed that despite developments in Glasgow’s infrastructure over the last 20 years, negative perceptions remain, particularly among event organisers in the South East. "If a destination is not perceived as attractive, then no matter what your facilities are like, you are battling against a negative image," said GGCTB chief executive Eddie Friel, who devised the new slogan. He added that the campaign will "enable Glasgow to compete with other key conference cities. To succeed, we need to differentiate Glasgow and project a unique image". Launched in the UK last month, the campaign will also be rolled out across Europe and the US.

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