One Year On: This is Edinburgh Survey Results
21 January 2015
- This is Edinburgh
Almost one year on from the launch of ‘This is Edinburgh’, a new survey has revealed the positive and decisive impact of Edinburgh’s first ever city centre marketing campaign.
Led by Marketing Edinburgh in partnership with the City of Edinburgh Council and Essential Edinburgh, the £1million campaign launched at the end of February 2014, with the single-minded objective of improving perceptions and bringing locals and people living within a two-hour commute back to the city centre. A street questionnaire, which took place in December, has shown that 95.6% of those surveyed agreed they felt more positive about Edinburgh’s city centre than they did at the start of 2014. 88.6% stated that the ‘This is Edinburgh’ campaign had played a positive role in helping change their perception.
66.8% of those surveyed also said they were more likely to visit the city centre than they were before the campaign commenced. This is also backed by a rise in city centre footfall figures during the campaign period (Nov13– Dec14), up 1.5% on the same period in 2013. With a core campaign objective of increasing footfall within the city centre 2% ahead of the UK average, since the ‘This is Edinburgh’ launch, footfall has actually managed to achieve an average of 3.32% ahead of the rest of the UK. This rise in footfall is also converting to sales, with retail spend in Edinburgh during the last 12 months up +3.50% (Dec13 – Nov14), +3.10% higher than the rest of the UK average of 0.40% for the same period.
Overall awareness of the campaign among the 500 locals surveyed was very high, with over 88% having seen ‘This is Edinburgh’ via its advertising campaign, website, social media, events and editorial press coverage, with this figure rising to 98% when shown branding. When asked to rate the ‘This is Edinburgh campaign’ out of 10, with 10 being ‘love it’, 88.2% rated it 8 or above, with 19.0% awarding it top marks.