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Visit Scotland | Alba
Article published 14/04/2022

As part of our ongoing partnership marketing activity, we’ve teamed up with train operators Avanti West Coast on a new campaign for Glasgow.

The campaign uses a mix of out of home augmented reality activity, as well as display and social ads which will run over the next month.

Shoppers to one of London’s most popular shopping centres were given the chance to experience a trip to Glasgow before they even booked a train ticket.

Using immersive augmented reality, customers of Stratford Shopping Centre discovered more about Glasgow’s cultural offering and learnt about travelling to the city.

Whether it's marvelling at the striking architecture of Charles Rennie Mackintosh, delving into the city’s exciting art scene or taking in a legendary tune in the UNESCO City of Music, the unique virtual visit aimed to encourage more Londoners to take a midweek break to Glasgow this spring.

Prior to the pandemic, domestic and international visitors made 2.5 million overnight trips to Glasgow alone, contributing £774 million to the city economy.

It's hoped the partnership will support ongoing work to reinvigorate the city’s tourism industry, which employs over 32,000 people.

Augmented reality (AR) is an interactive experience where real-life scenes and imagery and sounds are brought to life through a users’ smartphone or tablet by computer-generated software.

With an increasing number of visitors mindful of their impact on the world around them, the campaign will also promote responsible travel.

The UK-wide media buzz around the rebirth of The Burrell Collection last week is a reminder of the uniqueness of Glasgow’s outstanding cultural offer, which also includes the Kelvingrove Art Gallery & Museum, leading contemporary art venues, the legacy of Charles Rennie Mackintosh and a vibrant nightlife as the UK’s first UNESCO City of Music.

These cultural experiences are strategic pillars of the Glasgow Tourism and Visitor Plan, and so we’re delighted to support the city’s recovery through this new partnership with Avanti West Coast trains, which will showcase Glasgow as one of the best visitor experiences in the UK and help deliver the city’s recovery plan for tourism.

Ken Massie, Head of Regional Leadership & Development at VisitScotland

We’re lucky to serve some of the UK’s most vibrant cities and are excited to be partnering with VisitScotland to showcase Glasgow’s world-class museums, music, food and drink, as well as the stunning countryside on its doorstep that can easily be reached by train.

By championing destinations and experiences that can be explored utilising clean, green journey options, we hope to inspire culture vultures or those wanting to see more of Scotland to travel from city to city by train and enjoy sustainable adventures for a midweek break.

Zoe Prophet, Head of Commercial Partnerships at Avanti West Coast

The campaign will run from 30 March – 5 May with the augmented reality display at Stratford Shopping Centre running 6 - 7 April.

Visit the campaign website for more information

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