This is Edinburgh began as part of a hugely successful city centre marketing campaign, which ran from February 2014 until November 2015. It sought to reignite locals’ love for their capital city, with the overarching objective of increasing city-centre footfall by 2% above the national average as residents were encouraged to venture back into the city to enjoy its shops, restaurants and attractions.
The award winning campaign was a jointly funded venture, with public funding from Marketing Edinburgh and the Council’s Economic Development budget and private business; and additional funding from Essential Edinburgh and Greater Grassmarket.
From big city centre events including the popular Edinburgh Restaurant Festival and Edinburgh Fashion Week, targeted outdoor, online and TV advertising to a new website and supporting social media campaign, the campaign garnered a ground-swell of support with 95.6% of those questioned just one year into the campaign stating they felt more positive about the city centre than a year prior and 86% of those crediting This is Edinburgh for their change of heart.
Over the two year campaign, the city centre marketing campaign achieved an average footfall growth of 2.86%, smashing the target by almost 50%, while retail sales exceeded the UK average by 1%, creating just over £50million in economic impact for Edinburgh over the two year period.
“After two years of making the £1m investment work very hard, we are incredibly pleased with these results. This is Edinburgh was about bringing a fresh approach that put the real city, its personality and hidden gems at the heart of the campaign, reigniting residents’ pride for their home. Throughout we have been firm believers that Edinburgh is the greatest city in the world and it’s fantastic to see the people at the heart of this success enjoying their city again.”
John Donnelly, CEO Marketing Edinburgh
Now, the campaign partners strive to capitalise on This is Edinburgh’s foundations and continue to market the city nationally and internationally as well as locally.
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