A new digital tourism campaign aimed at boosting the number of American visitors to Glasgow has been launched in the world’s most sought after advertising location.
Glasgow Life has teamed up with Delta Air Lines to promote the carrier’s new daily, non-stop route into the city from New York-JFK, which begins on May 25, via a giant digital billboard in the heart of Times Square, one of the world’s busiest shopping and tourist centres.
Spanning nearly 30ft in height and 60ft in width, the massive HD screen – which is located at 1500 Broadway on the corner of West 43rd Street – is certain to make an impact, with nearly half a million people passing through Times Square every day.
Featuring an image of Glasgow’s Gallery of Modern Art (GoMA) and the canopy of lights that illuminates Royal Exchange Square alongside the strapline ‘Glasgow glows, day and night’, the 15-second ad will be shown on a loop some 60 times every day between 6am and 2am until May 5.
The campaign comes on the back of Glasgow’s newly launched Tourism and Visitor Plan to 2023, which provides the blueprint for continuing to build the city’s global profile as a successful tourist destination.
Growing overnight tourism visits from two to three million and positioning Glasgow as the ‘gateway to Scotland’ is at the heart of the plan, which aims to deliver an economic boost of £771m and contribute an additional 6,600 jobs in the city over the next seven years.
The US is Glasgow’s leading international tourist market, with American visitors making 115,000 trips and spending more than £36m in the city every year.
Susan Deighan, Director of City Marketing and External Relations at Glasgow Life, said: “If we are to achieve our ambitious target of increasing overnight tourist numbers to three million by 2023 then it’s vitally important that we continue to tell Glasgow’s story in our key international markets.
“New York’s iconic Times Square is regarded as the world’s most prominent advertising location and a global tourist hotspot which attracts hundreds of thousands of visitors every day, so there’s no better place to promote Glasgow.
“Our international city marketing strategy sees us working collaboratively and innovatively with airlines like Delta to develop and promote direct air connectivity to Glasgow. We look forward to continuing to build on that partnership to position the city as the gateway to Scotland and grow visitors from the US.”
Frank Jahangir, Delta’s Senior Vice President of Sales and Affairs for Europe, the Middle East and Africa, said: “Delta is growing its footprint in the UK and with the introduction of our new Glasgow service will now be operating two daily flights from Scotland this summer. Meanwhile, our hub at New York-JFK offers more than 60 convenient connections enhancing the travel options for passengers flying between the United States and Scotland.”
Amanda McMillan, Managing Director of Glasgow Airport, said: “The launch of this advertising campaign is a bold move and clearly underlines Glasgow Life and Delta’s commitment to ensuring the arrival of the daily Glasgow-JFK service in May is big news in the Big Apple.
“Times Square is probably the most famous advertising location in the world, visited by millions of tourists each year. The campaign rightly shows a real ambition to tell Glasgow’s story, as does the city’s recently launched Tourism and Visitor Plan.
“There can be no bigger statement of intent than having ‘Glasgow glows, day and night’ alongside some of the world’s most famous brands in the heart of New York City.”
Malcolm Roughead, Chief Executive of VisitScotland, said: “It’s exciting to see a stunning image of Glasgow lighting up New York, something we hope will inspire more visitors to come and experience everything that Scotland’s biggest city has to offer.
“To further complement the high-profile billboard placement in Times Square, VisitScotland is running a mobile-focused campaign to support the launch of Delta’s new service from New York-JFK to Glasgow; reaching out to prospective visitors across the city and beyond.”
Delta Air Line’s new direct, daily Glasgow to New York-JFK service will run throughout the summer from May 25 2017 using a 164-seat Boeing 757-200ER aircraft. Flight DL466 will depart New York-JFK at 11.45pm and arrive in Glasgow at 11.25am the following day. Flight DL266 will leave Glasgow at 1pm and arrive in New York-JFK at 3.40pm.
NOTE TO PICTURE DESKS: Please credit images to photographer Helene Glanzberg.
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Notes to Editors
- Follow us on twitter: @visitscotnews
- VisitScotland is Scotland’s national tourism organisation. Its core purpose is to maximise the economic benefit of tourism to Scotland.
- The organisation’s core objective is to contribute to the Tourism 2020 Strategy ambition of growing tourism revenues by £1 billion by 2020.
- This will be supported by seven overarching strategies:
- Marketing: we will market Scotland and its outstanding assets to visitors from all parts of the world, including the promotion of Scotland to people living in Scotland to visit different parts of the country
- Events: we will support the national events strategy and its delivery, and sustain, develop and promote Scotland’s international profile as one of the world’s foremost events destinations
- Internationalisation and International Engagement: we will utilise all our platforms to enable Scottish-based tourism businesses to better understand international opportunities and market to a global audience and we will work within One Scotland Partnerships to optimise the potential of Scotland’s Diaspora and our strategic partners at regional, European and global levels
- Customer Experience: we will provide information and inspiration to visitors both locally and globally via their preferred medium of choice
- Quality and Sustainability: we will provide support and advice to businesses, with the goal of improving the quality and sustainability of the tourism sector in Scotland. We will provide quality assurance to visitors through our Quality Schemes
- Inclusive Tourism: we will strive to make tourism in Scotland inclusive and available to all
- Working in Partnership: we will listen to and work with the industry, partners and communities to shape our offering and support
- VisitScotland works together with tourism businesses to make tourism a success for everyone and ensure the industry continues to grow.
- The organisation employs 700 people and has offices and VisitScotland Information Centres across Scotland.
- Spending by tourists in Scotland generates around £12 billion of economic activity in the wider Scottish supply chain and contributes around £6 billion to Scottish GDP (in basic prices). This represents about 5% of total Scottish GDP.
- The Scottish Government is the Managing Authority for the European Structural Funds 2014-20 Programme. For further information visit www.gov.scot or follow @scotgovESIF
- For VisitScotland’s press releases go to http://www.visitscotland.org/media_centre.aspx, tourism statistics and frequently asked questions go to http://www.visitscotland.org/
- Where possible, a Gaelic speaker will be made available for broadcast interviews on request (Far an tèid iarraidh, agus far am bheil sin nar comas, bruidhinnidh neach le Gàidhlig aig agallamh)
- For holiday information on Scotland go to www.visitscotland.com
- For information about business events in Scotland go to www.conventionscotland.com
- 2017 Year of History, Heritage and Archaeology
- 2017 is the year to delve into the past and discover Scotland’s fascinating stories through a wide-ranging variety of new and existing activity to drive the nation’s tourism and events sector, boosting tourism across Scotland.
- The Year of History, Heritage and Archaeology begins on 1 January 2017 and will end on 31 December 2017. It will build on the momentum generated by previous themed years in Scotland including the 2015 Year of Food and Drink, Homecoming Scotland 2014, the Year of Creative and the Year of Natural.
- The Year of History, Heritage and Archaeology is a Scottish Government initiative being led by VisitScotland, and supported by a variety of partners including Creative Scotland, Scottish Tourism Alliance, Scottish Enterprise, The National Trust for Scotland, Historic Environment Scotland, Highlands and Islands Enterprise, Built Environment Forum Scotland, Heritage Lottery Fund, Museums Galleries Scotland and Traditional Arts and Culture Scotland.
- The Year of History, Heritage and Archaeology is supported by £570,000 of Scottish Government funding.
- The Year of History, Heritage and Archaeology events fund is managed by EventScotland, part of VisitScotland’s Events Directorate.
- For more information visit visitscotland.com/HHA2017 or join the conversation at #HHA2017