Buildings on the bank of the Water of Leith by the shore

More by the Shore Business Page

More by the Shore is Forever Edinburgh’s exciting new destination campaign designed to drive footfall and increase spend at businesses in the Leith, The Shore and Newhaven areas following disruption caused by the fire on Princes Street.

Through seasonal activations in partnership with local businesses, paid media activity and a suite of engaging content, More By The Shore will showcase the areas’ incredible mix of hospitality, leisure, retail and independent businesses and encourage visitors and residents alike to come down and visit.

We’re asking businesses across Leith, The Shore and Newhaven to help us by signing up to take part in our activations and benefit from the increased promotion and new customers. Best of all, there is no financial cost for businesses to participate in any activities.

Read on to find out more about the activations and see how you can get involved.

Sign up your business

Businesses can get involved in More By The Shore in the following two ways:

Take part in More By The Shore Specials

Help us showcase the incredible breadth of offerings available to visitors and residents in Leith and Newhaven by signing up to deliver either, or both, of the following:

  • Leith and Newhaven exclusives: unique products, dishes, drinks or experiences only available locally. Do you offer something unique connected to Leith and Newhaven that customers can’t get anywhere else? Think coastal cocktails, the ultimate Shore sandwich or burger, sea salted caramel cupcakes, or Shore seafood platters. Create something new or tell us about a product you already have.
  • Offers and incentives – special offers, added-value experiences and reasons to visit. Whether it’s 2 for 1, a % discount, or a free gift with purchase, attract more customers and boost your footfall

More By The Shore specials will run from 01 October to 08 November. Sign-ups will still be accepted after the activation launches, however to ensure you inclusion please sign up as soon as possible. Please allow 48 hours for sign-ups to be processed.

Complete the Shore Specials sign-up form here

Sign up for our ItIsOn Voucher Scheme

Through a partnership with ItIsOn, help us deliver a programme of sponsored vouchers for use on businesses in the area, e.g. spend £5.00 get £10.00, or spend £7.50 and get £15.00.

Delivered at no cost to your business, the voucher scheme will run across two of our activations:

  • More By The Shore Sparkles 14 November 2026 to 03 January 2027 open to all.
  • More By The Shore Savings – A resident voucher scheme open to EH Postcode holders only running from 04 January to 28 February 2027.

Sign up below to register your business for the ItIsOn voucher scheme.

Complete the ItIsOn voucher scheme sign-up form by 01 October 2026.

Who can get involved?

More by the Shore aims to celebrate the businesses, experiences and places that make Leith and Newhaven special. Whether you’re a restaurant, café, bar, shop, attraction, beauty salon, accommodation provider or local customer-facing business, there are opportunities to get involved.

Businesses can take part in the activities that work best for them – from creating a special offer or experience, to featuring in campaign content and reaching new audiences through destination marketing.

There’s no cost to participate. Businesses can choose the opportunities that best suit them and get involved in one or more activations.

Why get involved?

More by the Shore aims to:

  • Reach new audiences – put your business in front of residents and visitors looking for things to do, eat, drink, shop and experience during the autumn and winter period.
  • Drive footfall – be part of activity designed to encourage more visits and local spend.
  • Showcase what makes Leith and Newhaven different – highlight your products, experiences and offers to give people more reasons to visit.
  • Provide free promotion – participating businesses will benefit from campaign content, digital promotion, social media and wider marketing activity. We will run a visible campaign across the city to promote More by the Shore, featuring those businesses taking part.

More By The Shore Activations

Forever Edinburgh content will be split into the following three activations:

1. More by the Shore Specials: Taste and discover Leith and Newhaven.

Dates: 01 October to 08 November 2026.

Summary: discover the businesses, flavours and experiences that make Leith and Newhaven unique through Shore exclusives, discounts, and value-added offers.

Whether it’s a signature dish, a unique product or an experience only available in Leith and Newhaven, More by the Shore Specials will create new reasons for people to visit and explore the area.

2. More by the Shore Sparkles – Festive trail through Leith and Newhaven.

Dates: 14 November 2026 to 03 January 2027.

Summary: this Christmas, we’ll showcase the best of Leith and Newhaven through festive content, offers and incentives designed to encourage more people to visit and spend locally.

Sponsored vouchers will be delivered through ItIsOn for use at businesses in the area. Plus, festive activity in Leith and Newhaven will be featured in More by the Shore Sparkles content on edinburgh.org and our social media channels, inspiring residents and visitors with ideas for things to do, places to eat, drink, shop and explore over the Christmas and New Year period.

To tell us about festive events and activity your businesses will be running, please complete our What’s On Listing Request form, or share press releases and event info with us via email at visit@edinburgh.org.uk.

3. More by the Shore Savings.

Dates: 04 January to 28 February 2027.

Summary: In what is traditionally a quieter time of year, More by the Shore Savings aims to inspire residents and visitors to discover more of the area through special offers and promotion of night-time activities and events.

Residents will be able to access vouchers through ItIsOn to businesses in the area, and content will be created to celebrate the amazing buzz and activity that happens in Leith and Newhaven After 5 – showcasing winter menus, late-night activity, live music, screenings and creative workshops in campaign content and visitor guides.

To tell us about your business’ After 5 activity, please complete our What’s On Listing Request form, or share press releases and event info with us via email at visit@edinburgh.org.uk.

Business toolkit

We are working to develop a business toolkit that will be available to businesses for their own use soon.

Free Business Gateway Support

As part of the wider support available to businesses in Leith, The Shore and Newhaven, we are working with Business Gateway to offer free practical support. This could include:

  • Marketing and promotion workshops: practical sessions on how to promote your business, reach new customers and encourage footfall.
  • Online webinars: flexible online sessions covering marketing and promotion.
  • 1:1 Expert Help; individual support to identify cost-saving opportunities, improve efficiency and explore practical ways to reduce costs.

For more information and to contact Business Gateway, please contact bglothian@bgateway.com

Next steps

  1. Tell us how you’d like to get involved – let us which activations you’d like to be involved in by submitting your interest and information through the sign-up forms.
  2. Create your offer or experience – work with us to create something special and unique that works for your business.
  3. We promote the campaign – we’ll bring the activity together across Forever Edinburgh, campaign content, social, PR and other marketing channels.
  4. Welcome more customers – the goal is simple: more people discovering Leith and Newhaven, and more local businesses benefiting from their visits.

Ready to get involved?

Share