Glasgow & Clyde Valley Tourist Board has handed a £1.5m brief to create a new brand identity for Glasgow to a consortium spearheaded by Maguire Advertising & Design and Media Planning Group.
The intention is to create a marketing campaign for the city to address global business and tourism sectors. Glasgow’s corporate image last had a makeover in 1988 when it was designated European City of Culture and used the strapline “Glasgow’s miles better”.
The city’s new strapline, to be incorporated into imagery and advertising, will be “Scotland with style”. The brand is expected to be unveiled early next year.
The pitch was overseen by director of marketing Scott Taylor and project officer Lesley Craig. The final selection was made by a panel including Glasgow City Council chief executive George Black and senior management at the tourist board.
The Maguire consortium was chosen from a shortlist of four groups – two from Glasgow and two from London. Maguire Advertising is based in Glasgow and its partners include research company Russell Ferguson Marketing, PR company The Big Partnership, merchandising firm The Trophy Centre and design company Atalanta.