The agency will be responsible for establishing a compelling and consistent message and media strategy to increase Canadian visitation to Glasgow.
The program will consist of consumer PR and travel trade marketing activities focusing on a strategic mix of earned media relations, social media engagement, content creation, influencer engagement and industry events support.
Glasgow is Scotland’s largest city and its cultural powerhouse. Canada represents Glasgow’s second largest international market, with Canadian tourists making more than 50,000 trips and contributing some CDN$42 million to the city’s economy in 2016.
Tourism is a key pillar of Glasgow’s economic strategy and the Glasgow Tourism and Visitor Plan to 2023, launched at the end of last year, has set an ambitious target to grow the city’s tourism economy by attracting one million more overnight visitors over the next seven years.
Moira Dyer, Glasgow Life’s senior international marketing communications manager, said, “If we’re to achieve the ambitions of our new tourism plan then it’s vitally important that we continue to tell Glasgow’s story to the world.”
Dyer continued, “We’re excited to be working with Pulse Communications to engage key Canadian media, influencers, tour operators and buyers, and to really drive home the positioning of Glasgow as one of Europe’s leading cultural and creative hubs, and the gateway to Scotland.”
Sana Keller, president of Pulse Communications and Travel Marketing Inc., said, “We look forward to working even more closely with the travel industry and media partners across Canada to attract increasing numbers of Canadian travellers to Glasgow.”
For more, go to http://www.peoplemakeglasgow.ca.