It’s 12 months on from last year’s Olympics — around 12 months before Glasgow hosts next year’s Commonwealth Games. The time has come for the real marketing drive to begin.
It’s just a year until the Commonwealth Games come to Glasgow
VisitScotland has announced plans to spend £2.5m on marketing the Games both at home and abroad, along with a wider campaign to promote Glasgow and the rest of the country in the run-up to the event. It wants to use the enthusiasm of London 2012 to target people in the South East of England. Another key area will be the North West of England, including Manchester, host of the last UK Commonwealth Games in 2002. It’s already using direct mailing and e-zines to reach thousands of potential domestic visitors. This will be back by a series of television adverts later this year.
Thousands of athletes are expected to come to the Games from the 71 nations and territories that make up the Commonwealth. But the agency wants to make sure that they have vocal support — A series of sales missions, trade workshops and other events are will take place in India, Australia, New Zealand and Canada. In particular, journalists from those countries have been invited not just to experience Glasgow but to go on trips outside the city as well. They may have their work cut out in Canada in particular — that country has long been quite cool in its support for the Games no matter where they take place.
Mike Cantlay
Chair of VisitScotland
Mike Cantlay, chairman of VisitScotland, said that “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. Our message is clear: enjoy a magnificent Commonwealth Games, enjoy one of the best cities in the world – now go and enjoy the rest of Scotland.”
Tourism Minister Fergus Ewing added that 2014 would be an exciting year for Scotland which was hosting not just the Commonwealth Games, but also the Homecoming and the Ryder Cup. “The Games alone,” he said, “will attract athletes and officials from 71 nations and territories, and through this £2.5m campaign we will be offering a warm welcome to people worldwide to join us in 2014. The Commonwealth Games is not just a world class sporting event – it’s also an opportunity to showcase Glasgow internationally as a first-class visitor destination.”