Edinburgh is ready to raise its global profile as the business tourism destination of choice for meeting and event planners with the launch of Make it Edinburgh, a landmark campaign celebrating the city’s unique position as a centre of excellence, innovation, and heritage.
For the very first time in its history, Edinburgh’s diverse business tourism offering will be presented under a single, cohesive creative and digital strategy. The overarching strapline, ‘Make it Edinburgh’, ties together an integrated campaign that celebrates and promotes Edinburgh’s strongest sectors of industry, while providing compelling reasons to choose Edinburgh for future events.
‘Make it Edinburgh’ has been made possible by the collaboration of private and public organisations operating in the conference and meeting industry. 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 in which Edinburgh excels across research and academia, as well as industry and enterprise. Progress and innovation across Technology, Life Sciences, Creative Industries, Food and Drink, Renewable Energy and Financial Services will all be showcased throughout the 12-month integrated media and marketing campaign.
Despite Edinburgh’s continued popularity as a meeting destination, external factors such as ongoing uncertainty from Brexit, a potential second Scottish Independence Referendum and the rise of subvention funding incentives by competitor cities, had been identified by Edinburgh’s business tourism leaders as a potential threat to future growth. The new campaign aims to mitigate these industry challenges facing the city.
‘Make it Edinburgh’ will also align with VisitScotland’s Business Events’ soon to launch national business events campaign, Legends. By focusing on Edinburgh’s leading sectors, ‘Make it Edinburgh’ can seamlessly integrate with VisitScotland’s planned activation and the Scottish Government’s 2020 Tourism Strategy Delivery Group.
Convention Edinburgh and its partners secured 117 meetings for the city last year, generating over £74 million for the local economy. With the majority of meetings and conferences taking place in the quieter shoulder months, business tourism is a key economic driver for the city, benefiting not only venues and accommodations providers, but a wide range of local businesses including restaurants, taxi companies, florists and photographers.
Second only to London in the UK for international conferences, and ranked 27th in the ICCA Global City Index, Edinburgh’s worldwide reputation as a business tourism destination is widely recognised. A compact city that is easily walkable and accessible, Edinburgh offers the unique combination of rich heritage assets and stunning architecture, paired with an unrivalled knowledge base generated from the city’s four universities and research hubs.
‘Make it Edinburgh’ officially launched on 19 October 2017. A full digital media campaign will roll out from January 2018.
For more information on Edinburgh as a business tourism destination, visit: www.makeitedinburgh.com or follow @conventions on Twitter and www.linkedin.com/company/edinburgh-convention-bureau
For more information on VisitScotland Growth Funding and its support for collaborative tourism marketing projects, visit: www.visitscotland.org/growthfund