A £1m integrated city-centre marketing campaign, funded by Marketing Edinburgh, Essential Edinburgh and the City of Edinburgh Council to reverse a decline in city centre visits and local business revenue. Our job: to reinstate citizens pride in their city.
Edinburgh’s people had fallen out of love with their city: 92% of residents questioned felt the tram works had affected their enjoyment of the city centre. 28% said they had chosen to shop there less. Our objectives were clear: Increase city centre footfall by 2% above UK average, increase retail sales turnover and for local residents to regain their lost love of ‘going in to town’.
The fully integrated campaign was confident, quietly-stated, inclusive and executed with a sense of self belief: This is Edinburgh, your city. Come back and enjoy it. That sentiment was delivered via an above-the-line campaign encompassing TV and outdoor, and a new website with supporting digital marketing; this in turn was supported with a media briefing and a PR launch that kicked off an extensive event programme and a social media campaign #ThisisEdinburgh24 - keeping the campaign front of mind for two years.
The end result saw an increase in footfall of 3.1%, and a climb in retail sales to 3% above the UK average and 5% above the Scottish average. The campaign also witnessed extraordinary attitudinal shifts with 96% of respondents feeling more positive about Edinburgh, with 88% referencing the campaign for the change in sentiment and 67% more likely to visit as a result of it. And rather impressively, the £1m investment delivered an economic return of £50m for the city.
“We congratulate everyone involved in putting together the new campaign, which seems to be perfectly in tune with the city and its residents.”