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Maguire consortium wins £1.5m Glasgow rebrand task

LONDON – A consortium led by Glasgow design agency Maguire has been appointed by Greater Glasgow & Clyde Valley Tourist Board to rebrand the Scottish city.

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Maguire Advertising & Design led a consortium -- including Atalanta, The Big Partnership, Media Planning Group, Russell Ferguson Marketing and The Trophy Centre -- that will create a new identity and launch a comprehensive marketing communications campaign.

The successful consortium was one of four companies and consortia, two each from Glasgow and London, that presented for the Glasgow City Brand Project following a rigorous selection process that began in August.

The Glasgow City Brand Project has attracted £742,335 of funding from the European Regional Development Fund through the 2000-2006 Western Scotland Objective 2 Programme, with the balance of the £1.5m contract coming from Glasgow City Council and Greater Glasgow & Clyde Valley Tourist Board.

Selection of the successful consortium was made following presentations at the tourist board's headquarters last week. The selection panel comprised: councillor Alex Mosson, chairman of Greater Glasgow & Clyde Valley Tourist Board; Eddie Friel, chief executive, GG&CVTB; and Glasgow City Council chief executive, George Black.

Mosson said: "Glasgow has been crying out for a new identity for some time now and we believe the new brand gives us something that is commensurate with our aspirations for this great city. The creative proposals of the winning submission were superb and everyone at Greater Glasgow & Clyde Valley Tourist Board is very excited at getting on with the job in hand."

Glasgow is one of only five or six European cities currently rebranding and the tourist board believes the size and scale of the contract will make a big difference to the city's fortunes.

Nick Maguire, founder of Maguire Advertising & Design, who led the successful bid, said: "Glasgow is a fantastic city and we are looking forward immensely to driving forward a campaign that will take its profile and reputation to new heights on the world stage."

The new brand, which will be implemented across tourism and inward investment as well as at a local level, is expected to be unveiled in the first quarter of 2004.

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