Campaign Snapshot
The unforgettable impact the Tartan Army made at the 2026 FIFA World Cup set the stage for Glasgow and Boston to make history of their own. With their historic twinning set to become official in 2027, we seized the moment to celebrate the connection in true Scottish style.
Just weeks after the announcement, we launched ‘Twinned in Tartan’ for Buchanan Galleries – a bespoke tartan uniting two cities and creating a lasting legacy for their shared story.
How We Did It
To capitalise on the announcement that Glasgow would officially twin with Boston, following the hugely positive reception for the Tartan Army during the 2026 FIFA World Cup, we quickly identified an opportunity to create a memorable PR moment ahead of the official twinning ceremony in 2027. Our idea was to put Buchanan Galleries at the heart of the celebration.
Partnering with Scottish tartan brand Slanj, we developed ‘Twinned in Tartan’ – a bespoke design celebrating the connection between both cities. Inspired by their flags and incorporating a nod to Fenway Park’s iconic Green Monster, the tartan created a distinctive symbol of friendship and a lasting legacy for the partnership.
We led the creative storytelling and launch, bringing together Slanj and Glasgow City Council for a striking unveiling at Buchanan Galleries. The visually engaging activation provided a strong media opportunity, giving the story a culturally relevant hook that encouraged conversation, engagement and widespread coverage.
The Results
The announcement made waves, generating 88+ pieces of coverage across regional, national and international media. From The Independent, Daily Mail, Metro and The Times to blanket regional coverage, international broadcast and a front-page splash in The Boston Globe, ‘Twinned in Tartan’ captured attention on both sides of the Atlantic.
More than just headlines, the campaign put Buchanan Galleries at the heart of a landmark moment in Glasgow’s history, cementing its role as a voice in the city’s story. And the public wanted in. People across Glasgow and the US were eager to discover more – and, crucially, find out when they could get their hands on the tartan themselves.
