Glasgow is seeking to attract English tourists by portraying itself as a cultural powerhouse.
A film that showcases the attractions of Scotland’s largest city will be shown in dozens of cinemas in England and will be seen by more than a million people over the next few weeks.
The film, Next Stop Glasgow!, features Kelvingrove Museum, the Necropolis, the Riverside Museum, the University of Glasgow and the music venues Barrowlands, the Hydro and King Tut’s. It also highlights many of the masterpieces by Charles Rennie Mackintosh.
The campaign is part of a broader drive to attract a million extra tourists. The plan is to promote the city around the world as a centre for music, museums and architecture with the aim of delivering 7,000 jobs and an £800 million economic boost by 2023.
Bridget McConnell, chief executive of Glasgow Life, the culture and marketing agency, said: “Glasgow is Scotland’s cultural powerhouse, a city of art and architecture, music and year-round festivals all accompanied by fantastic food, drink and social options.
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“An itinerary today could see you enjoy the treasures of Kelvingrove, take a walk through one of our stunning parks, discover a hidden gastronomic gem and finish your evening with a gig at Celtic Connections.”
Dr McConnell said that the city wanted to capitalise on hosting the largest sporting event held in Scotland since the Commonwealth Games in 2014. She said: “Later this year, Glasgow is playing host to the inaugural 2018 European Championships in partnership with Berlin.
“Yet again, a massive celebration of sport and culture will put Glasgow firmly on the global stage and, yet again, everyone is invited.”
David McDonald, the city’s deputy leader, said: “The film shows Glasgow at its best and I’m delighted that we’re sharing just how great our city is with UK audiences.
“Glasgow is an incredible city, filled with character and culture and we’re rightly proud of everything that’s on offer to visitors and citizens alike.”
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Glasgow attracts about two million visitors a year — half the number that head to Edinburgh.
The city is promoting itself globally as the home of Mackintosh to mark the 150th anniversary of the birth of its most celebrated architect, designer and artist. It has launched a Mackintosh trail, which includes the Lighthouse, Scotland’s centre for design and architecture, Scotland Street School, which is now a museum, his House for an Art Lover in Bellahouston Park and the Glasgow School of Art, his masterpiece whose interior is being rebuilt following a fire in 2014.
Last year the city launched its marketing drive by installing a 30ft by 60ft digital advertisement in Times Square, New York.
