VisitScotland is to release a £2.5m marketing campaign to promote Glasgow and the country in the run up to next year’s Commonwealth Games.
The tourism body has revealed that it will spend the money on marketing, events and PR initiatives across the UK and abroad to grow exposure ahead of the 2014 Commonwealth Games.
A series of direct mailing initiatives, e-zeines and visitors guides will be printed over the next year, while bespoke TV adverts will also be developed and broadcast across the UK and Ireland later this year.
Tactical activity will also target the North West and South East of England, while press trips involving journalists from around the world will also be brought to Glasgow over the next 12 months.
The Drum understands that TV activity was selected through the Scottish Government Marketing Services roster, with The Union are working on the advert as a result. The rest of the campaign activity will be handled in-house.
Mike Cantlay, chairman of VisitScotland, said: “As Scotland’s biggest ever sporting event, the Glasgow 2014 Commonwealth Games offers a magnificent opportunity to promote Glasgow and the country’s prowess as a world leading tourism destination. Ahead of welcoming the world in 2014, we’re working hard to promote the Games as one of the must see events next year, engaging with world leading publications as well as pursuing a marketing campaign which will see activity from Bangalore to Toronto, alongside an extensive push here at home.”
Last week, the 2014 Commonwealth Games organising committee revealed a new logo to promote the year-long count down to the beginning of the games.