How does a city promote a whole year of cultural activity? How does a city use that year to promote itself, its citizens and its resources? How can it do so in the face of decades of industrial decline, high unemployment and major social deprivation, at a time when almost every other major European city is attempting to do the same?
The task of promoting and publicising Glasgow 1990 began as soon as city won the UK nomination. The campaign, co-ordinated by representatives of Glasgow City Council, the Greater Glasgow Tourist Board and Strathclyde Regional Council, was aimed at three specific groups: visitors and tourists, opinion-formers and decision-makers and, most importantly, the people of Glasgow. The aims of that campaign were clear:
- To tell people throughout the world that Glasgow was Cultural Capital of Europe in 1990.
- To underline the importance of 1990, what it could achieve for the city and its people, and in increasing business and arts activity.
- To exploit the social and economic opportunities presented by the year.
- To persuade people to get involved.
- To ensure that increased commercial investment and cultural activity continued beyond 1990.
- To demonstrate that Glasgow 1990 represented the culture of an entire city, in all its forms.
Promoting Glasgow 1990 centered on four specific areas: advertising, printed material, merchandising, and a co-ordinated marketing and public relations programme.
Source: "The 1990 Story, Glasgow Cultural Capital of Europe", Glasgow Development Agency
For detailed information on "Glasgow 1990 Story, Glasgow Cultural Capital of Europe", please view "The 1990 Story, Glasgow Cultural Capital of Europe" edition, published by the Glasgow Development Agency, attached below.