ABOUT

After launching in 2013, PEOPLE MAKE GLASGOW is the public-facing brand of the Glasgow City Marketing Bureau aimed to emulate the city’s vibrant and people-centric culture. As such, we were selected to design a visually appealing web presence which better communicated the brand messages and reach out to new audiences both in the UK and internationally.

Hosting in-depth stakeholder strategy and design workshops, our creative team worked with the GCMB team to identify key objectives and goals for the project to aid the design. Liaising with the team, our UX design experts considered how best to use complementary mix of media, CTA’s and bespoke features to best present the content to a range of very different user personas across the globe.

Created in multiple languages, this is managed from one, centralised mighty site allowing the team to update all sites with ease. Allowing users to build their ideal day in Glasgow, our bespoke developers created a bespoke visitor itinerary from the list of events on offer. Additionally functionality allows this to be downloaded and shared on social media, thus encouraging interaction and awareness amongst an audience who wouldn't normally be aware of the brand and / or the options available to them.

After launching the site at the end of 2014, visitor engagement has increased by 15%, 61% of visitors stay on the site for more than 10 minutes indicating high levels of engagement and mobile traffic has grown by 51% in line with the responsive design. Additionally, international audiences have grown by 40%, 60% and 215% in the US, German and French markets fulfilling one of the main objectives of the project - appeal to an international audience.

Celebrating the 10th anniversary of the Glasgow City Marketing Bureau, we launched the ‘Wonder Wall’ - a social wall encouraging visitors to upload stories about their visits, images and video to the site showcasing what makes Glasgow great. The aim of this is to inspire people with authentic experiences and encourage visitors to make the most of their time in the city.

Ongoing we are working closely with the GCMB team to ensure the website performance to the best of it’s ability and providing training and consultancy.

Head of Marketing and Communications at GCMB said; “The ask was a fully redeveloped, responsive, user-centric website for visitors and tourists to Glasgow to engage with, taking into account current and forthcoming trends in digital marketing – as results illustrate AD achieved all of this, through comprehensive planning, technical expertise and close client-agency partnership working."