Glasgow's miles better

[1][2][3] In 1982, Struthers Advertising had undertaken an anti-smoking campaign for the Scottish Health Education Group featuring members of the Scotland national football team under the theme "The squad don't smoke".

Various concepts were developed and rejected, but in March 1983 Struthers presented the Glasgow's Miles Better proposal to Kelly supported with a fund raising strategy.

Struthers and Kelly made a formidable combination that gave the whole campaign an impetus hitherto unseen in UK civic marketing activity.

The campaign was launched in June 1983 by the Lord Provost to immense media attention and comment, and in a very short time, the slogan "Glasgow's Miles Better" had entered the UK vocabulary.

The reason for their contribution was due to a report they had commissioned, part of which suggested that the City of Glasgow would derive significant economic benefits from increased external marketing activity.

The coverage was immense, and the Miles Better campaign owed a debt of gratitude to the City of Edinburgh for their assistance in promoting Glasgow to a global audience.