New Advertising Creative Lauched for Glasgow: Scotland with style Branding Campaign

A new brand creative, which supports the city’s positioning as Glasgow: Scotland with style, has been devised for Glasgow City Marketing Bureau by Maguires for the 06 -07 UK and international advertising campaign.    

 

Under the strapline You’ve Arrived., the campaign is centred round a series of stunning, single-image photographs shot on location in ‘paparazzi’ style at Glasgow’s Royal Exchange Square and the Scottish Exhibition + Conference Centre.

 

The focal point of each of the two ads is a ‘thirty-something’ woman who epitomises style, confidence and success.  She can be seen sitting in the rear seat of a luxury car as she arrives at her destination – Glasgow. 

 

The car’s windows meanwhile, provide a tantalising glimpse of the floodlit cityscape beyond.

 

Shot by leading Glasgow photographer Mark Seagar, the ads not only capture a moment in time, but have been designed to replicate a film clip graphic, heightening visual impact.

 

In addition, a revolutionary communications strategy for the advertising campaign has been devised by Feather Brooksbank that has the development of a ‘style pyramid’ at its core.  

 

The style pyramid has four tiers: tier one focuses on the exclusive style setters; tier two the early style adopters; while tiers three and four contain respectively the capital leaders (ie, leaders and followers in London) and the UK style followers.

 

This approach is based on research, which demonstrates how the lower tiers of the pyramid aspire to, and get their style cues from, the influential higher tiers.

 

By targeting the top two tiers of the style pyramid - the exclusive style setters and early style adopters - rather than adopting a mass market approach, Glasgow: Scotland with style will be filtered down through the pyramid establishing it as an iconic and enduring style brand.

 

The adverts will appear in consumer publications, which have a strong fit with Glasgow: Scotland with style, such as those titles with a primary focus on music, fashion, design, contemporary art or architecture.

 

They will feature from April - June 06 in a range of titles including :

 

The second ad in the sequence will be placed in key conference and meetings press as part of targeted activity to maximise conventions business to the city.

 

Running in tandem with the brand advertising campaign will be strategic PR activity also targeting the top tiers of the style pyramid.

 

Scott Taylor, Chief Executive – Glasgow City Marketing Bureau, said: “Through this combination of advertising, media placement and public relations, we have come up with a highly targeted marketing communications strategy that will build a lasting foundation for Glasgow: Scotland with style and continue to deliver economic benefit for the city.

 

“By using the style pyramid as our communications model, we will ensure that the brand demonstrates its style credentials to those consumers who have real influence and can impact positively on how the city is perceived in our target markets.”

 

Gary Wise, Head of Strategy - Feather Brooksbank, added: “Feather Brooksbank are delighted to be working in partnership with Glasgow City Marketing Bureau to successfully communicate the unique positioning of Glasgow: Scotland with style. 

 

“It’s not about traditional destination marketing, it’s about a strategy that builds the equity of a style brand over time and ultimately leads to maximum return on investment and iconic status.”

 

London-based model Megan Cawte from MOT Models - one of the UK’s leading agencies - is the face of the new Glasgow: Scotland with style advertising campaign and was styled by Kelly Cooper-Barr, winner of the Most Influential Stylist award at last year’s inaugural Scottish Style Awards. 

 

Hair and make up during the marathon 4am – 7.30pm photoshoot was carried out by fellow Scottish Style Awards winner, Ainslie Currie, recipient of Most Influential Make Up Artist award.

 

Clothing was supplied by Cruise Glasgow and the trail-blazing young silversmiths at Brazen provided key jewellery pieces.  Cars were supplied by Littles and The Booking Room.

 

The ads can be viewed on the Media Office of www.seeglasgow.com at: http://www.seeglasgow.com/ads

 

 

Further information from:

Moira Dyer, Senior Manager – Public Relations

Glasgow City Marketing Bureau

Tel:  0044 (0) 141 566 0831

Email: moira.dyer@seeglasgow.com