Black to the future as Glasgow does it with style

[HW Techie]

IT's the new black. Scotland's largest city yesterday took on the likes of Barcelona, Prague and Milan with the launch of a sophisticated �1.5m image makeover.
The ambitious branding campaign, which will herald Glasgow's arrival on the international stage as a modern, dynamic European destination, was unveiled yesterday.
Glasgow: Scotland with style � the city's biggest marketing campaign since the phenomenally successful Glasgow's Miles Better scheme � has been designed to bring �42m in investment to the city over the next two years and create up to 1000 full-time jobs.
Eddie Friel, chief executive of Greater Glasgow & Clyde Valley Tourist Board, said the campaign would use the legacy of Charles Rennie Mackintosh in the same way Barcelona celebrates Gaudi and Chicago hails Frank Lloyd Wright.
Speaking at the launch, Mr Friel said: "We have been through a period where 20 years ago Scotland was apologising for Glasgow. The days when people have to apologise for this city are over."
Mr Friel said Glasgow had been regarded as a "violent, industrial, dirty city" but it had enjoyed a renaissance since the Burrell Collection opened in 1983.
The new brand will be rolled out across Glasgow today when posters and banners will appear in key locations such as the city's George Square.
Adverts in the campaign include portraits of five Glaswegians who have been photographed against the backdrop of the city's leading landmarks and attractions.
Among them are Saskia Pomeroy, a student at Glasgow School of Art, and Joseph Smith, a sales assistant at the Armani store in the city's Italian Centre.
As well as the promotional material featuring individuals, two posters have been devised with the slogans "Discover Mackintosh's art nouveau masterpiece: It's called Glasgow" and "Glasgow: The New Black".
The font of the new logo is designed to be a "modern homage to Mackintosh" while the green colon represents the city's nickname as the "dear green place".
The campaign, which will run for at least one year, is designed to secure media exposure across Britain as well as the lucrative European and US markets.
The campaign was officially launched last night by Billy Boyd, the Lord of the Rings star, and Sarah Heaney, the television presenter.

from theherald.co.uk

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