A new consumer campaign #Glasgowisopen has launched today, Wednesday 15 July, to coincide with the official reopening of Scotland’s tourism industry.
Organised by charity Glasgow Life with support from Glasgow City Council, campaign activity will primarily focus on the local Greater Glasgow market, before extending over the weeks ahead throughout west central Scotland.
The first wave will be aimed at day visitors to Glasgow and will initially focus on a younger demographic as well as the family market.
The campaign will then later expand to wider audiences over time, moving to short break and staycation inspiration and will be guided by government policy, industry reopening status and consumer behaviour. #Glasgowisopen activity will feature:
- A specially commissioned hero film to reinforce civic pride and ownership of the city and reassure audiences that Glasgow is open, ready, and safe. https://www.youtube.com/embed/ynR3LfjDAaQ?rel=0
- Creation of digital articles and features on People Make Glasgow channels highlighting practical ‘know before you go’ information, a ‘support local’ message, as well as content to inspire day trips from both Glasgow’s citizens and visitors from out with the city.
- Press, radio and targeted digital marketing activity.
Councillor David McDonald, Chair of Glasgow Life and Depute Leader of Glasgow City Council, said: “The #Glasgowisopen campaign represents a key milestone in our city’s recovery from Covid-19 and is aimed at helping profile local businesses and stimulating the local economy. The multi-channel campaign will prompt our citizens and day visitors alike to explore Glasgow’s vibrant city centre and diverse neighbourhoods as well as enjoy visiting and spending in their favourite shops, restaurants, bars and cafes, which now reopen for business and eagerly ready to welcome them back.”
Anne Ledgerwood, Chair of the City Centre Retailers Association and a member of the Glasgow Tourism and Events Response Group (GTERG), added: “Shopping experiences may be a little different at the moment but the #Glasgowisopen campaign is a vitally important catalyst in helping support Glasgow’s high street stores and shopping malls as well as our city’s creators, makers and independent traders”.
Ryan James, Chair of the Glasgow Restaurateurs’ Association and also a member of GTERG, said: “As an industry we are thrilled by the #Glasgowisopen campaign. We cannot wait to get back to doing what we do best, which is serving amazing food and drink to our customers combined with fantastic service, warmth and hospitality.”
Businesses across the city are being encouraged to get behind the campaign by using the #Glasgowisopen hashtag on their own social media channels, sharing the specially commissioned destination film and following People Make Glasgow social channels.
They are also being prompted to:
- Complete the short 2-minute Business Reopening Register: https://bit.ly/2WfX3iD
- Update their web-listing on VisitScotland.com with their ‘We’re Good to Go’ accreditation.
Four of the city’s most iconic visitor attractions are among those venues being prioritised by Glasgow Life for reopening in four phases between July and October:
- Kelvingrove Art Gallery and Museum (reopening week beginning 17 August).
- Riverside Museum (reopening week beginning 31 August).
- Tramway (reopening week beginning 7 September).
- Gallery of Modern Art (reopening week beginning 5 October)