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Edinburgh launches biggest ever business tourism drive

Make it Edinburgh will see Scottish capital's offer presented under single strategy for first time
20/10/2017

Edinburgh is aiming to raise its global business tourism profile with its biggest ever marketing campaign.

The Make it Edinburgh campaign will see the Scottish capital’s business tourism offering presented under a single creative and digital strategy for the first time.

Amanda Ferguson, head of business tourism at Convention Edinburgh, said: “Edinburgh has been criticised in the past for not being as ‘joined up’ as other competitor cities, but this campaign will prove otherwise. Never before has the city undertaken a marketing campaign on this scale, bringing together private sector partners, working collaboratively through Marketing Edinburgh.

“The message we aim to promote is that Edinburgh is synonymous with innovation, discovery and thinking, a rich history of heritage, full of inspiring locations, buildings and people. Hence conference organisers should ‘Make it Edinburgh’. The campaign gives us a powerful collective voice that will help us develop our business tourism offering and promote Edinburgh’s world leading centres of excellence.”

The biggest ever joint partnership of its kind within the city, a £40,000 investment by the VisitScotland Growth Fund has match-funded support from flagship partners: Convention Edinburgh, Edinburgh Hotel Association, Edinburgh Airport, Edinburgh International Conference Centre, Royal College of Surgeons of Edinburgh and Edinburgh Tourism Action Group.

Edinburgh’s Centres of Excellence, a key driver for business tourism, take centre stage in the campaign, focusing on six priority sectors, which will all be showcased throughout the 12 month integrated media and marketing campaign.

Despite Edinburgh’s continued popularity as a meeting destination, had been identified by Edinburgh’s business tourism leaders as a potential threat to future growth.

The new campaign aims to mitigate the effects of external factors such as ongoing uncertainty from Brexit, a potential second Scottish independence referendum and the rise of subvention funding incentives by competitor cities.

Make it Edinburgh will also align with VisitScotland’s Business Events’ soon to launch national business events campaign, Legends.

Neil Brownlee, head of business events at VisitScotland, said: “Business events are vital to the Scottish economy and are an integral way of promoting this country as a place to live, work, visit and invest. With its wealth of world-class venues, attractions and expertise, Edinburgh has a huge amount to offer the meetings industry and we are delighted to support this exciting new marketing campaign through the VisitScotland Growth Fund.”


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