VisitScotland plugs into MTV generation

• MTV EMA in Glasgow set to attract a new wave of cultural tourists to Scotland
• VisitScotland and GCMB deliver £1million+ campaigns in key markets
• Show to be broadcast to over half a billion homes worldwide
• MTV and Channel 5 to broadcast live to over 25 million UK homes
• Show expected to deliver an estimated economic impact of £10million

The MTV Europe Music Awards (EMA) will act as a catalyst in attracting a new generation of cultural tourists to Scotland, it was announced today. The event, secured by a partnership between VisitScotland’s events directorate EventScotland and Glasgow City Marketing Bureau (GCMB) is one of the world’s biggest cultural events.

Broadcast to over half a billion homes worldwide, VisitScotland has revealed that the event, set to take place in the SSE Hydro in Glasgow on 9 November, has provided a unique opportunity to target young people aged 16-34 through a multi-platform network of TV channels, online and mobile platforms.

As part of a year-long campaign, the national tourism organisation in partnership with GCMB has delivered targeted marketing activity with a combined spend and in-kind value totalling over £1 million. Activity focused on the important Australia and New Zealand Markets following the announcement that Glasgow is to host the 2014 show.

Domestic tourists have also been targeted with adverts running through MTV’s UK networks, which include prime spots during the live show broadcast this Sunday. The EMA itself is also being broadcast live on Channel 5 for the first time, which will see the show broadcast to 25 million homes in the UK.

A recent VisitBritain report showed that 26,000 people travel to Scotland each year to attend a live music event, which generates around £17m for the economy. This is bolstered by the spend of domestic music tourism, estimated to be worth £88m, and one-off events like the MTV EMA, which can generate as much as £10million alone.

The MTV EMA is a signature event on the Homecoming Scotland event programme and has received £525,000 funding from EventScotland. The EMA also forms part of a wider portfolio of 2014 events including other music properties such as, the Wickerman Festival, Celtic Connections, T In the Park, The Ryder Cup Gala Concert, Piping Live! and the World Pipe Band Championships.

The show, featuring performances from host Nicki Minaj, Ed Sheeran, Calvin Harris, Ariana Grande will be broadcast around the world through MTV’s global network of channels through parent company Viacom International Media Networks (VIMN). With a reach of over 500 million households worldwide, Scotland has been centre stage since it was announced as host for the 2014 EMA before last year’s show in Amsterdam. 

Mike Cantlay, Chairman of VisitScotland said:

“We thought 2014 couldn’t get any better with the huge successes of the Commonwealth Games, Ryder Cup and Homecoming, but here we are again, on the tip of another major, exciting, global spectacle and boy are we looking forward to it! 

“MTV is a world renowned brand, which has produced fantastic entertainment for decades and to have the EMAs here in Glasgow at the stunning SSE Hydro is incredible.  The show is being beamed to over 500 million homes across the world which gives us a once in a lifetime opportunity to tap into interesting new markets and raise the profile of Scotland to a whole new generation of potential visitors.

“Ever since we were awarded the event in 2013, we have been running a targeted campaign through MTV networks in the UK and around the world. This truly is an extraordinary time for our country, so let’s take to the stage once more and create that fantastic Scottish welcome.”

Paul Bush OBE, Chief Operating Officer for EventScotland, added:

“Scotland is the perfect stage for events and following a spectacular summer of sport it is time for culture to take the spotlight. We are renowned for our diverse, modern culture and the EMA will showcase Scotland to the world.

“Scotland has welcomed the world during 2014 and we are ready to take advantage of the huge global opportunity presented by hosting the EMA. Alongside the fantastic reach of the show itself, we will also use it as yet another example of Scotland’s capacity, capability and credibility in the major events sector when engaging with other property owners to secure future events.

“Hosting the EMA again has been a strategic priority for EventScotland since we last hosted the event in Edinburgh in 2003 and it is exciting to be so close to this year’s show in the spectacular SSE Hydro. As a venue, it has proven to be a hugely valuable asset in terms of attracting major events, and I am sure it will provide the perfect platform for the action as it unfolds on Sunday.”

Councillor Gordon Matheson, Leader of Glasgow City Council and Chair of Glasgow City Marketing Bureau, said:

“The MTV EMA will showcase Glasgow to more than half a billion households through MTV’s global network of channels; reinforcing our enviable reputation as a world-class music city. In addition to delivering a significant boost to our economy – providing a base on which local businesses, creative industries and the tourism sector can capitalise – it will also position Glasgow alongside its key competitors, and previous host cities, including Paris, London, Milan, Barcelona, Rome, Berlin and Madrid.

“Hosting the MTV EMA in the same year that we have delivered the best ever Commonwealth Games and BBC Radio 1’s Big Weekend will cement Glasgow’s position as a vibrant, dynamic destination with great people, a phenomenal music scene and a hugely ambitious events industry.”

The 2014 EMA takes place on Sunday 9th November at the SSE Hydro in Glasgow. The show will be broadcast around the world on MTV networks and will be simultaneously shown on Channel 5 in the UK for the first time at 9pm (GMT).

The MTV EMA was last held in Scotland in 2003 in a purpose built arena in Leith, Edinburgh. Around 6,000 people attended the show, which generated an economic impact of £8.9million to Scotland.