Where Scotland Gets Going

Client

Visit Glasgow

Services
  • Film
  • Campaign
  • Media
  • Brand strategy

Glasgow has always been more than a city. It’s the energy, attitude and momentum behind Scotland itself. Close to Loch Lomond, the West Coast, islands, beaches, munros, castles and culture, Glasgow makes rational sense as a base for exploring the country.

But rational logic alone doesn’t inspire travel. Awareness of Glasgow as a starting point is low, and friendliness by itself isn’t a compelling enough hook. Visit Glasgow needed a proposition that was clear, confident and globally translatable, while still feeling unmistakably local.

Something simple. Something bold. Something only Glasgow could say.

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The brief

Create a campaign that positioned Glasgow as the natural gateway to Scotland, without defaulting to generic tourism language or losing the city’s character in the process.

The proposition had to work hard.

It needed to be instantly understandable to an international audience — clearly positioning Glasgow as the place to start a Scottish journey — while balancing rational benefits (location, connectivity, access) with emotional pull.

Crucially, it also had to feel authentic to the city, guided by Glasgow’s Brand DNA:

  • Gallus (bold, confident)
  • Warm (human, welcoming)
  • Creative (imaginative, expressive)

“Gateway to Scotland” makes sense as a statement, but the challenge was to inject personality, humour and edge into an idea that could otherwise feel flat or interchangeable.

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We developed a bold, confident creative platform built around a simple truth:

Scotland gets going in Glasgow.

We reframed Glasgow not as a stopping point, but as the spark that sets a Scottish adventure in motion. A place where culture, character and momentum collide before spilling out across the rest of the country:

Where Scotland Gets Going.

We brought Scotland to life by placing contrasts side by side:

  • Historic landmarks and wild landscapes alongside buzzing streets and nightlife

  • Nature and heritage woven into contemporary, cultural Glasgow

  • The scale of Scotland introduced through the attitude of the city

Rather than separating city and country, the campaign shows them coexisting, with Glasgow as the point where it all begins. The tone is confident, warm and unmistakably Gallus, adding a creative twist to a clear, globally readable proposition.

The result is a platform that’s simple to understand, emotionally distinctive, and rooted firmly in Glasgow’s voice, inviting visitors not just to arrive, but to start something.

Watch the hero film
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