'You couldn’t run Glasgow’s Miles Better today because the promise isn’t deliverable'
WHEN the Glasgow Miles Better campaign was unveiled on June 20, 1983, less than two weeks after Margaret Thatcher’s secondvictory, the city had a lot going for it but was painfully aware that its image needed to be transformed.
The reaction was generally positive. A leading article in our sister title The Herald began:"Glasgow has decided to remind theof its existence in no mean fashion...", the 'no mean' an allusion to No Mean City, the 1935 novel by H. Kingsley Long and Alexander McArthur that had had a lasting impact on the way Glasgow was perceived.
“The campaign hit at the right time”, he says to our sister title The Herald now. “People in and around the city were fed up with the bad press that Glasgow had had and people in the city recognised that a lot of changes had taken place. The campaign was so successful because it gave people a platform they could march behind, so to speak. They could see that the city, perhaps for the first time ever, was being projected in a positive light”.
"Michael was a free spirit in the council as the Lord Provost and in the early days, if I remember correctly, his idea of a campaign did not enjoy universal support within the City Chambers. But we carried on with it, and we got to the stage where we had enough money and were confident we could do something with it".Viral marketing was of course an unknown concept in 1983.
“A whole number of circumstances came together. The stars aligned and the idea was the right thing at the right time. Glasgow still had this ‘no mean city’ image but that belied the reality of the city.
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