Culture & Sport Glasgow (CSG) was formed in 2007 as a charitable division of Glasgow City Council. Its remit was to deliver cultural and sporting services to Scotland’s largest and most diverse city. However, research showed that although there was affinity with many of the services run by CSG, such as museums and libraries, there was little public awareness of the overall organisation and what it did.
Tayburn’s task was to take this anonymous and undervalued public sector service and reinvent it as a modern, relevant and customer-focused leisure brand. So they set about assessing the current brand structure (with over 50 brands), creating a new parent brand with eight categories and providing a clear and coherent communications system.
A year after the brand launched, Glasgow Life delivered 14.4 million customer occasions, 800,000 more than the year prior to launch and 400% more than they were expecting. The website was up 830% in terms of visits in one year, with over three million users, up 750% on previous web presences. In 2010/11 Glasgow Life, under the new corporate brand, raised £480K in corporate sponsorship; a 60% increase against the levels in 2008/9.