Edinburgh is ready to raise its global profile with the launch of Make it Edinburgh, a campaign to celebrate the city’s position as a centre of innovation and heritage.
The city’s business tourism offering will be presented under a single, cohesive creative and digital strategy. The strapline, ‘Make it Edinburgh’, ties together an integrated campaign that celebrates and promotes Edinburgh’s strongest sectors of industry, while providing compelling reasons to choose Edinburgh for future events.
Amanda Ferguson, head of business tourism at Convention Edinburgh said: “Never before has the city undertaken a marketing campaign on this scale, bringing together private sector partners, working collaboratively through Marketing Edinburgh, the city’s destination marketing organisation.
“The message we aim to promote is that Edinburgh is synonymous with innovation, discovery and thinking, a rich history of heritage, full of inspiring locations, buildings and people. Hence conference organisers should ‘Make it Edinburgh’. The campaign gives us a powerful collective voice that will help us develop our business tourism offering and promote Edinburgh’s world leading Centres of Excellence.”
‘Make it Edinburgh’ has been made possible by the collaboration of private and public organisations operating in the conference and meeting industry. The biggest ever joint partnership of its kind within the city, a £40,000 investment by the VisitScotland Growth Fund has match-funded support from flagship partners: Convention Edinburgh, Edinburgh Hotel Association, Edinburgh Airport, Edinburgh International Conference Centre, Royal College of Surgeons of Edinburgh and Edinburgh Tourism Action Group.
Edinburgh’s Centres of Excellence, a key driver for business tourism, take centre stage in the campaign, focusing on six priority sectors in which Edinburgh excels across research and academia, as well as industry and enterprise. Progress and innovation across Technology, Life Sciences, Creative Industries, Food and Drink, Renewable Energy and Financial Services will all be showcased throughout the 12-month integrated media and marketing campaign.
‘Make it Edinburgh’ will also align with VisitScotland’s Business Events’ soon to launch national business events campaign, Legends. By focusing on Edinburgh’s leading sectors, ‘Make it Edinburgh’ can seamlessly integrate with VisitScotland’s planned activation and the Scottish Government’s 2020 Tourism Strategy Delivery Group.
Neil Brownlee, head of business events at VisitScotland, said: “Business events are vital to the Scottish economy and are an integral way of promoting this country as a place to live, work, visit and invest. With its wealth of world-class venues, attractions and expertise, Edinburgh has a huge amount to offer the meetings industry and we are delighted to support this exciting new marketing campaign through the VisitScotland Growth Fund.”
Robin Worsnop, chair, Edinburgh Tourism Action Group (ETAG) said: “One of ETAG’s primary objectives is to enable more effective collaboration within Edinburgh’s tourism sector and its community. ‘Make it Edinburgh’ is the ideal example of a joined-up approach that will bring positive and far-reaching benefits for the city, beyond the partners involved.
‘Make it Edinburgh’ officially launched on 19 October 2017. A full digital media campaign will roll out from January 2018.