Tennent’s Lager has unveiled a global marketing scheme for Glasgow as part of the brand’s dedication to Scottish music.
The lager brand has launched the world’s first ‘iTour’, a downloadable MP3 file which can be played on i-pods and other MP3 players or burned onto CD. The file itself consists of an audio tour of Glasgow’s best venues, carried out by music journalist and DJ Jim Gellatly.
The iTour was developed with support from the Glasgow City Marketing Bureau, the recently formed marketing body which is successor to the Greater Glasgow and Clyde Valley Tourist Board. The Rt. Hon. Liz Cameron, Lord Provost of Glasgow, launched the iTour in New York as part of Tartan Week.
The free file aims to build on the current international interest in Glasgow’s music scene, which has been built by bands such as Franz Ferdinand.
“We’re really excited about this iTour,” Said Rob Bruce, PR manager at Tennent’s. “To me it’s exactly what the internet is for: using technology to reach a global audience. By promoting the music scene in Glasgow we’ll encourage more visitors to the city and, in turn, Scotland.”