Glasgow has responded to the warm welcome shown to Scotland supporters in Boston by launching a targeted digital campaign inviting Americans to “come and see the original” traffic cone in the city where the iconic image was born.
Developed by Destination Glasgow, the campaign was launched within days of Scotland’s FIFA World Cup fixtures in Boston and targeted audiences across the city and wider Massachusetts area.
Featuring Glasgow’s world-famous Duke of Wellington statue, complete with its trademark traffic cone, the creative uses the simple message “come and see the original” to encourage people to discover the city behind one of Scotland’s most recognisable landmarks.
The campaign builds on the remarkable connection forged between Boston and Scotland during the tournament, when thousands of travelling supporters were welcomed with warmth, humour and generosity by local communities.
The connection quickly took of a life of its own, with Scotland supporters placing traffic cones on statues across Boston as a playful nod to the Duke of Wellington statue, creating another shared talking point between the two cities.
That relationship has continued beyond the final whistle, with Massachusetts Governor Maura Healey among those celebrating the atmosphere created by Scotland supporters and encouraging Scots to return to the state in future.
Rather than letting the moment pass, Glasgow moved quickly to continue the conversation, using digital marketing to showcase the city’s personality and encourage Boston audiences to experience the city for themselves.
The Lord Provost of Glasgow, Councillor Jacqueline McLaren, said:
“The welcome shown to Scotland supporters in Boston captured people’s imagination and created a genuine connection between our two cities.
“We wanted to respond in a way that reflects Glasgow’s own personality. Inviting people to ‘come and see the original’ traffic cone is a light-hearted way of continuing that conversation while showcasing one of the city’s most recognisable landmarks.
“We hope many of those who enjoyed meeting Scotland supporters will now be inspired to come and experience everything Glasgow has to offer.
“As we look ahead, we also hope this friendship continues to grow. Glasgow City Council councillors agreed to explore a formal twinning partnership with Boston, and we look forward to strengthening the cultural, tourism and civic links between our cities in the years ahead.”
Alex Harvie, Head of City Marketing at Destination Glasgow, said:
“Destination marketing is about recognising opportunities and responding quickly when the moment is right.
“There was enormous goodwill towards Scotland following the tournament, and we wanted Glasgow to be part of that conversation while it was still live.
“‘Come and see the original’ is a simple idea that captures Glasgow’s sense of humour, but it also reminds people that behind one famous landmark is a city full of culture, music, food, history and unforgettable experiences.
“This is about building on a genuine connection between Glasgow and Boston and encouraging more people to discover our city.”
The campaign has been delivered across Facebook, Instagram and TikTok, targeting audiences in the Boston area and directing them to Visit Glasgow to discover more about the city.
It forms part of Destination Glasgow’s wider ambition to build on the goodwill generated during the World Cup and develop longer-term tourism, cultural and civic connections between Glasgow and Boston.