About Stay Different

Stay Different is Forever Edinburgh’s destination marketing campaign for the city created to encourage overnight visitors to stay longer for a more authentic experience and discover sides to city they may not have seen previously. The campaign is divided into two seasonal messages – our ‘year-round’ campaign showcasing the stays visitors can enjoy any time; and a dedicated winter campaign celebrating our off-peak months and the unique draws to the city at the most magical time of year.

Running for three years from 2025-28, the campaign is initially targeted at domestic UK markets with a campaign delivered via an extensive digital campaign enriched by radio, out of home, video on demand adverts and more.

The campaign is brought to life through our hero films and supported by dynamic organic social media content which endeavours to showcase and celebrate the lesser known gems which can be uncovered through longer stays. All of this activity drives potential visitors to a dedicated Stay Different microsite, which hosts rich content built around monthly themes including itineraries, blogs, interviews with local businesses and more all designed to inspire visitors to see Edinburgh in a new light and plan their stay with ease.

We’re always on the lookout for new businesses to showcase in our web and social content. If you think your business fits well with our monthly themes below, please get in touch with us at visit@edinburgh.gov.uk to chat to us further about the campaign.

• April 2025 – Stay Curious
• May 2025 – Stay Out There
• June 2025 – Stay Adventurous
• July 2025 – Stay Playful
• August 2025 – Stay Curious
• September 2025 – Stay Grounded
• October 2025 – Stay Hidden
• November 2025 – Stay Unhurried
• December 2025 – Stay Mesmerised
• January 2026 – Stay Enlightened
• February 2026 – Stay Warm
• March 2026 – Stay Fresh