Brand strategy consultancy – Glasgow’s Merchant Square
We were appointed as a brand strategy consultant for Merchant Square, one of Glasgow’s most iconic destinations for drinks, dining and entertainment. The former fruit market oozes character and sits at the heart of the city’s cultural quarter, Merchant City. It’s home to an eclectic mix of nine bars, restaurants and experiences, and its cobbled courtyard hosts popular events like the Hogmanay Party, live sport and music, markets, and private events.
The challenge
Recovering from the hard-hitting effects of Covid on the hospitality and events scene, the owners of Merchant Square needed someone to take a fresh look at their brand and marketing strategy. They wanted visitors’ needs to be better reflected in Merchant Square’s image and marketing to show the Square as one of Glasgow’s most exciting destinations.
The solution
Whitewall was engaged as a brand strategy partner to carry out a strategic marketing audit and uncover untapped opportunities for the destination. The resulting venue marketing strategy looked at:
- Target audiences, personas and positioning.
- Streamlining event operations.
- The events programme.
- Commercial event opportunities.
- The physical visitor experience.
- Digital channels and their performance.
- Marketing resource.
Working with the events manager, we then provided ongoing marketing support with a mini brand refresh, marketing collateral, digital marketing, communications, and events strategy.
The results
- A mini refresh of the Merchant Square brand now reflects its iconic status and is appealing to a broader range of audiences.
- The new website and social media strategy are driving audience growth and engagement.
- The visitor experience has been improved through a number of interior improvements including décor, signage, and a new screen for events.
- The Craft Fair was revitalised to expand its offer and encourage more visitors.
- A number of other new event concepts have been developed – for example, Merchant Square was a key Glasgow Fan Zone for Euro 2024, bringing in thousands of visitors and gaining extensive media coverage.
