Developed by Feather Brooksbank and implemented over 2005-2006, the media strategy for the Glasgow City Marketing Bureau has revolutionised the City brand's marketing communications. Their strategy was based around a unique 'Style Pyramid'. This pyramid was used for the analysis and targeting of its audience, who were made up of style setters, style adopters, capital leaders and UK style followers. It also provided a focus for advertising, PR and promotions. The campaign led to the highest hotel occupancy levels ever recorded in Glasgow, from 70.7% for year ending March 2005, to 75.3% for year ending March 2007 and provided a clear economic benefit to the city.