Projects
Glasgow Life Musuem
Glasgow - Scotland
Interrogating brand positioning to transform Glasgow museums into a premium event venue.
Glasgow Life’s aim was to develop and implement a commercial marketing strategy to promote Glasgow museums as premium event venues in Scotland; to increase their market share and, importantly, generate income through increased corporate hire and tour group bookings.
What we delivered
- Branding
- Campaign Management
- Digital Marketing
- Strategy
Our Approach
In stepped hands-on Flourish team, with our passion for both proactive management and delivery of a dynamic project, but also the work that goes into understanding a target audience, brand, and market positioning.
In 2019, we worked with Glasgow Life’s museum’s team, kicking off the project with a full review of competitor brands and their positioning in the marketplace, and overlaying this with our target audience research and strategic goals.
Our Solution
We saw visual stimulus as key to this brand identity and development, so we commissioned bespoke photoshoots and filming for each venue to bring to life the essence of the new brand, and of course, the stunning qualities of each unique museum. Our aim was for a brand to cut through in the target audience groups. Not forgetting, however, the strict Glasgow Life brand guidelines, so we worked with our designer to develop a brand identity that complemented the existing umbrella brand but also fit with the premium positioning of the venues.
Event dressing and styling were important to ensure consistency of persona through all touchpoints, so we worked closely with venue dressing specialists and negotiated an agreement where the venues were dressed free of charge in exchange for access to the final images. The brand was then applied on and offline across all communications with recommendations made for media and web in addition to the printed materials.
