Cow, which won the account through a four-way competitive pitch, will devise a national communications strategy to deliver UK-wide media outreach activity to support a series of brand campaigns led by GCMB promoting the city’s arts, culture, retail, music, architecture and food and drink.
The brief, which runs until August 2014, also includes raising awareness of Glasgow’s events and building on the momentum of the city’s hosting of the Commonwealth Games next summer.
GCMB UK public relations manager Minty Woolgar said the opportunities offered by the hosting of the Games and other events led to the decision to take on an external agency.
‘This exciting period affords us a unique opportunity to place Glasgow on the global stage and grow visitor numbers,’ she said. ‘We have worked with PR agencies on project basis in the past, but with the eyes of the world now on Glasgow there has never been a better time for us to work with a retained consumer PR agency to maximise these opportunities across UK media.’
Cow’s other travel and lifestyle clients include bookings site Hotels.info and luxury chateau rental company Oliver’s Travels.