Glasgow Rebranding

• Shipbuilding


  Key local industry in Glasgow that supported the whole region
• Other key local industries in Glasgow


  • Engineering
  • Steel
  • Coal
• Overseas competition and global shift


  Led to collapse of industry and the domino effect led to the collapse of others
• Glasgow transitioned into tertiary and quaternary sector as a result of the collapse of industry
• Until a decade ago, Glasgow was known as the heroin capital of the world
• Regeneration is aimed at changing this perspective of Glasgow
• SNP


  Current governing party in the UK, most left wing party leading the UK
• SNP policies


  • More redistribution of money for the people e.g higher taxes for the richer
  • More liberal than the conservatives, believe in higher social spending e.g in education and healthcare
  • Racked up debt
• Regeneration of brownfield sites in Glasgow
• Only 3 shipyards still survived along the River Clyde

  2015
• Residential Development


  Investment from private property developers has been encouraged, allowing homes to be built along river as well as local facilities such as shops and restaurants to attract residents to buy the homes
• Media


  • BBC headquarters for Scotland's TV and radio broadcasting opened in Glasgow in 2007
  • Another commercial broadcaster (STV) is located nearby, both built on the site of former shipyard areas
• Glasgow


  Scotland with Style
• Launched


  2004
• Glasgow


  • Available as an international city for international tourists to be welcomed
• Marketing campaign


  Aimed to make Glasgow a more recognized and approachable international city
• Scotland with Style went small but made many times their investment
• A mere £1.5 mn was allocated over 2 years in hope it would create 1000 jobs and generated $42 mn investment
• Scotland with Style campaign replaced

  2013
• City slogan


  People make Glasgow
• Glasgow City council allocated £500k to promote brand across UK and internationally
• Glasgow was chosen by UK to host COP26 due to its experience in hosting world class events and its commitment to first rate facilities and sustainability.

  City is ranked 4th in world in Global Destination Sustainability Index which promotes responsible business tourism best practice.

  Low carbon, energy and sustainable conferences are in top 3 key sectors for conferences in Glasgow.

  Glasgow hoped the event will promote them as they 'will look fantastic and provide a welcoming and safe environment for delegates, visitors, businesses and residents.
• ARTS,CULTURE,SPORT AND TOURISM

  • Was European Capital of Culture in 1990
  • UK city of Architecture and Design in 1999
  • Hosted Commonwealth Games in 2014
  • Champions League 2007
  • Conversion of Victorian infrastructure to museums
  • Lots of famous architecture
  • UK and Scottish govs have invested in the Burrel Collection to create an internationally famous art gallery.
• ARTS, CULTURE, SPORT AND TOURISM

  • Other tourists sites such as the Glasgow Science Center located along the Clyde.
  • Has heritage-listed Titan Crane as a tourist site; used to be part of the shipbuilding industry and pays tribute to ship building heritage.
  • Brand name given to project is 'Glasgow: Scotland with Style'.
  • Increased tourism has had multiplier effect on employment with more retail, bars restaurants and hotels.