About More by the Shore

More By The Shore is flagship new integrated destination campaign supporting local businesses and encouraging residents and visitors to discover Leith, from the top of Leith Walk through Leith, The Shore and onwards to Newhaven.

The campaign will showcase the diverse offer across Leith Walk, through Leith, The Shore and onwards to Newhaven, celebrating the independent businesses, hospitality, culture, heritage, events and waterfront experiences that make the area distinctive.

The activity aims to create immediate benefits by encouraging visits and spend during the autumn and winter period, while leaving a lasting legacy through increased awareness of Leith and Newhaven, stronger connections between audiences and the area, and campaign assets that can continue to support businesses beyond the campaign period.

Campaign creative and content

A new More by the Shore creative identity has been developed to capture the character and personality of Leith and Newhaven. The campaign features a bespoke illustration commissioned with a local Leith-based illustrator, Kate George, bringing local landmarks, stories and the waterfront to life.

A new hero campaign film has been produced to showcase the people, places and experiences that make the area unique.

New photography and video assets are available through a campaign toolkit, enabling businesses to use and amplify campaign content through their own channels.

Campaign Phases

The campaign will run as an always-on activity from 1 October – 28 February, supported by three seasonal activations.

1. More by the Shore Specials (01 October to 08 November 2026)

More By The Shore specials will launch the campaign by showcasing local creations, Shore exclusives, independent businesses, offers and discounts, encouraging customers to discover the area’s unique offer.

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 (14 November 2026 to 03 January 2027)

This Christmas, we’ll showcase the best of Leith and Newhaven through festive content, events and vouchers designed to encourage more people to visit and spend locally.

We will create a festive destination experience through a new hero winter event, seasonal content, events and an itison voucher partnership, providing customers with enhanced value through £10 vouchers for £5 at participating businesses. This phase will encourage festive visits, support local spend and showcase Leith and Newhaven as a winter destination.

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 (04 January to 28 February 2027)

The final activation focus on Edinburgh residents during the quieter winter months through Forever Edinburgh’s Resident Rewards programme, delivered in partnership with itison. EH postcode holders will be able to access enhanced value vouchers, including £15 vouchers for £7.50, alongside a series of content promoting evening experiences and the night-time economy.

To tell us about your business’ evening activity or night-time events for us in our content, 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.