Join us for a curated, expert-led tour of the city of Glasgow, visiting key developments and assets to hear stories of creativity, innovation, and investment enhanced by collaborations between academia, industry, government, clinicians, and civic society.

The Health Innovation Hub
Precision medicine is transforming healthcare by offering targeted therapies rather than a “one-size-fits-all” approach. In Glasgow, collaboration between academia, industry, and healthcare providers supported by local and national government is driving this progress. Visit the newly built Health Innovation Hub on the Queen Elizabeth University Hospital campus within the Glasgow Riverside Innovation District to understand better how Glasgow is acting as a testbed for a project focused on translating cutting-edge research and healthcare innovation into a real-world clinical setting.

The Burrell Collection
Set in the heart of Pollok Country Park, this award-winning building is home to one of the world’s greatest personal art collections. The donation of the collection to the city by Sir William Burrell was described as “One of the greatest gifts ever made to any city in the world” and its opening in 1983 sparked the regeneration of Glasgow as a major cultural city following decades of post-industrial decline. Having reopened in Spring 2022 as a modern, more sustainable museum after a major refurbishment and redisplay, hear how the city and its marketing teams leverage this asset as a focus of civic pride and visitor attraction.

The Social Hub Glasgow
Visit this community-focused co-live and co-work space where people can come together to learn, stay, work, and play, offering modern hotel rooms, student accommodation, coworking, and meetings and events spaces. With 18 locations spread across 14 dynamic European cities, The Social Hub is a proven concept that has chosen Glasgow as its first UK hub, located at the heart of the Glasgow City Innovation District. Whilst The Social Hub is a pioneering hybrid hospitality space, its carefully crafted spaces optimise creativity and stimulate the entrepreneurial spirit for a host of local tech startup businesses and creative agencies.

Topics covered will include…

• How place brand strategies can survive and thrive in a climate of structural change in local and regional government
  
  
• The changing role of the private sector in supporting and participating in place promotion and civic pride initiatives
  
  
• Audience-first vs organisation-led thinking about place
  
  
• How to implement a meaningful place brand narrative for a region
  
  
• Understanding how your place’s competitive positioning and narrative can be enhanced through place to place collaboration – on product, positioning, and/or promotion
  
  
• Connecting with your cultural sector behind a unifying vision for place development and reputation
  
  
• Why place brand initiatives fail and how to ensure you succeed
  
  
• Destination marketing trends and best practice