Charles Rennie Mackintosh venues and attractions in Glasgow have recorded over 1.1 million visitors in 2018 - more visitors than ever before!
Glasgow venues including The Lighthouse, Scotland Street School Museum, Mackintosh Queen’s Cross, House for an Art Lover and Mackintosh House at The Hunterian have seen an 8% increase in footfall on 2017 and a 30% on 2016.
Born in Glasgow on 7 June 1868, Mackintosh is globally regarded as one of the most creative figures of the 20th century and a pioneering influence in Europe’s art nouveau movement.
This has been a milestone year for Mackintosh heritage partners in the city and beyond, with Mackintosh 150 – a year-long programme of events and exhibitions – celebrating the 150th anniversary of the birth and incredible architectural, artistic and design legacy of one of Scotland’s great cultural icons.
The costs of programming and marketing Mackintosh 150 were met from an £80,000 allocation from the Glasgow Events Strategy Board and £40,000 from Glasgow Life, the Glasgow Mackintosh group and Scotrail which was match-funded through VisitScotland Growth Fund.
Activity focused on promoting Mackintosh 150 to Scottish day trippers in Aberdeen, Edinburgh and Dundee as well as UK short-break visitors and international tourists via social media, film, PR, outdoor advertising, radio and traditional media activity.
New digital assets were developed, including two short Mackintosh videos, which were promoted across social media channels aimed at driving video views and audiences to a Mackintosh 150 landing page for more information. The videos have been viewed over 1 million times and more than 26,000 people have visited the landing page.
Charles Rennie Mackintosh: Glasgow's Cultural Icon
Mackintosh designs have been everywhere this year, from a Vogue fashion shoot to the centrepiece of the Scottish Design Galleries at V&A Dundee. He is a national icon with a global influence that is a major asset in attracting visitors to Scotland, as shown by this range of successes.
Mackintosh 150 shows what can be achieved through collaboration, and we were delighted to play our part with a £40,000 award from the VisitScotland Growth Fund to support the marketing campaign. It’s exciting that we can look forward to further tourism success in 2019 inspired by the touring Mackintosh exhibition when it opens in Liverpool in March, and the pull of the new ‘boxed’ Hill House opening at Easter.