Glasgow tourism campaign aiming to build on Tartan Army's impact in Boston

Americans are being encouraged to visit Glasgow in a campaign featuring the Duke of Wellington statue, after Scotland fans received a warm welcome in Boston during the World Cup.

The Tartan Army placed traffic cones on statues across the US city, mimicking the Glasgow tradition of capping the Duke of Wellington outside the Gallery of Modern Art.

Bostonians, who were baffled by the traffic cone trend, were charmed by Scotland’s travelling supporters, and that connection has been solidified through a planned twinning arrangement with Glasgow.

A digital campaign has been developed by Destination Glasgow, the city’s marketing organisation, to build on this new relationship.

Launched within days of Scotland’s World Cup games in Boston, it invites Americans to ‘come and see the original’ traffic cone, targeting audiences across the city and the wider Massachusetts area.

It is hoped the campaign will encourage people to discover the city behind the iconic landmark.

Glasgow’s Lord Provost, Cllr 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.”

Glasgow councillors have agreed to explore a formal twinning partnership with Boston, and the Lord Provost said the city looks forward to “strengthening the cultural, tourism and civic links between our cities in the years ahead”.

Politicians in the US are also keen to build on the World Cup visit, with Boston’s mayor, Michelle Wu, noting the city was “absolutely energised” by the tournament, particularly the “tremendous spirit and enthusiasm” brought by the Tartan Army, while Massachusetts governor Maura Healey encouraged Scots to return to the state in the future.

Destination Glasgow was eager to continue the conversation and attract Boston audiences to the city. The campaign has been delivered across Facebook, Instagram and TikTok, directing viewers to Visit Glasgow.

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.”