Campaign launched to promote Edinburgh’s business tourism offering

Published: 13 November 2017

A new campaign – 'Make it Edinburgh' – has been launched to promote Edinburgh’s business tourism offering. Amanda Ferguson, Head of Business Tourism at Convention Edinburgh/Marketing Edinburgh, explains more…

What is Marketing Edinburgh and what do you do?

Marketing Edinburgh is the organisation dedicated to promoting the city of Edinburgh to the world. Working with members, stakeholders and partners, we ensure Edinburgh is considered a world class destination to visit, invest, live, work and study.

The campaign will give us a powerful collective voice that will help us develop and raise awareness of our rich and diverse business tourism offering, promoting Edinburgh’s world leading centres of excellence.

Amanda Ferguson, Head of Business Tourism, Convention Edinburgh - Marketing Edinburgh

 

We work not only at a local and national level, but also ensure Edinburgh as a destination is projected to a global audience. We have various departments in the organisation that focus on some of the city’s key sectors, including the city region’s film office, Film Edinburgh, and business tourism, which is looked after by the Convention Edinburgh team. 

What is ‘Make It Edinburgh’?  

'Make it Edinburgh' is an exciting new digital campaign we’ve launched to promote Edinburgh as the first-choice destination for meeting and event planners. Business tourism is an important aspect of the city’s tourism sector, generating over £300m annually for the city in direct economic impact. But up until this point the local industry hasn’t always worked as collaboratively and efficiently as it could to attract this particular audience. For the first time, we’re showcasing Edinburgh’s exceptional business tourism offering under a single, cohesive creative and digital campaign that will roll out over the next 12 months.

Celebrating Edinburgh’s global reputation for innovation, culture and heritage, ‘Make it Edinburgh’ will focus on six of Edinburgh’s strongest economic sectors, which are huge drivers of business tourism coming into the city: Technology, Life Sciences, Creative Industries, Food and Drink, Renewable Energy and Financial Services. 

What partners and investment are involved?

‘Make it Edinburgh’ is the first collaborative business tourism marketing campaign we’ve ever created and it has only been made possible with the support of public and private organisations operating within the meeting and event industry. A total of £40,000 was secured from Convention Edinburgh, Edinburgh Hotel Association, Edinburgh Airport, Edinburgh International Conference Centre, Royal College of Surgeons of Edinburgh and Edinburgh Tourism Action Group. Their contribution has been match-funded with the support of the VisitScotland Growth Fund. 

The new campaign by the Convention Edinburgh team aims to increase enquiries and attract more meetings and events to Scotland’s capital city.

What do you hope to achieve?

We ultimately want to increase enquiries and attract more meetings and events to Scotland’s capital city. The campaign will give us a powerful collective voice that will help us develop and raise awareness of our rich and diverse business tourism offering, promoting Edinburgh’s world leading centres of excellence. The city has always been a popular meeting destination. But current external factors, such as the ongoing uncertainty of Brexit and a potential second Scottish independence referendum, are a potential threat to the industry’s growth in a highly competitive global market. We want to showcase the multitude of reasons why meeting planners should ‘Make it Edinburgh’ now.

 

If you would like to find out more about how we can help you and your business establish, relocate or expand within the city region, or would simply like more information about what Edinburgh has to offer, get in touch today.

E: invest@edinburgh.gov.uk

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