First Details Emerge Of 2014 Commonwealth Games Marketing

With a budget of some £2.4 million available, tourism chiefs have made public the first details of the marketing strategy for Glasgow 2014. Visit Scotland has already set its sights on many potential domestic visitors, using a number of direct mailing initiatives and e-zines.

Clyde, the Games Mascot

There will also be a range of television adverts to be shown across the UK and Ireland later on this year. The agency said that it planned to tap into the enthusiasm and goodwill that had resulted from London 2012, including targeted marketing in the South East of England. It would also focus on the North West of England, including Manchester, where the 2002 Commonwealth Games took place with some success.

Further afield, journalists from such far flung places as India, Australia, and Canada are being invited to experience and understand Glasgow. They will be given a tour of the Games venues as well as being taken on trips outside the city. A series of sales missions, trade workshops and media events are also scheduled to take place in India, Australia, New Zealand and Canada.

Mike Cantlay, chairman of VisitScotland, said: "As Scotland's biggest ever sporting event, the Glasgow 2014 Commonwealth Games offers a magnificent opportunity to promote Glasgow and the country's prowess as a world leading tourism destination.

"Ahead of welcoming the world in 2014, 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: "2014 is an exciting year for Scotland, when we will welcome the world through three major events: the Glasgow Commonwealth Games, Homecoming and the Ryder Cup.

"The Games alone 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."

                                                        http://www.glasgow2014.com/