Glasgow City Marketing Bureau: Style capital - IPA Effectiveness Awards Case Study 2007

Brief Description: Developed by Feather Brooksbank and implemented over 2005-2006, the media strategy for the Glasgow City Marketing Bureau has revolutionised the City brand's marketing communications. Their strategy was based around a unique 'Style Pyramid'. This pyramid was used for the analysis and targeting of its audience, who were made up of style setters, style adopters, capital leaders and UK style followers. It also provided a focus for advertising, PR and promotions. The campaign led to the highest hotel occupancy levels ever recorded in Glasgow, from 70.7% for year ending March 2005, to 75.3% for year ending March 2007 and provided a clear economic benefit to the city. ;---(TAGS)--- Full Title: Glasgow City - Style capital : positioning the City of Glasgow as style brand ; Number: 2007/07 ; Brand Name: Glasgow City Marketing Bureau ; Client: Glasgow City Marketing Bureau ; IPA_ProductCoding: Travel & Transport (Tourist destinations/tourist boards) ; Agency: Feather Brooksbank ; Author: Simon Crunden ;