The first-ever collaborative marketing campaign between Edinburgh’s arts venues will showcase the city as a must-see cultural destination all year round with the help of VisitScotland.
EdinburghWows, a campaign based on highlighting the emotional connections stirred by outstanding cultural experiences, has received a £25,000 Growth Fund award from the national tourism organisation. VisitScotland Growth Fund supports national, regional and sectoral tourism groups across Scotland to deliver partnership marketing campaigns.
Led by the Edinburgh Cultural Venues Group (ECVG) and delivered by Marketing Edinburgh and Edinburgh Tourism Action Group (ETAG) in partnership with Expedia, the campaign will promote the capital’s low-season cultural offering using a short video promoted across digital channels. The video will communicate the emotional “wow” experienced from visiting Edinburgh’s vast and distinctive offering of world class culture.
The video will showcase cultural experiences that can be enjoyed in Edinburgh, paired with the physical and emotional human reactions that these experiences elicit. The film aims to convey a sense of love, wonder and joy; coupling jaw-dropping, tears of laughter and eyes opening wide in amazement, with a dramatic performance, piece of art or a live orchestra. Short edits of the video will be distributed through YouTube and Facebook and promoted organically by all the partners.
A bespoke campaign microsite at www.edinburghwows.com will feature the video and will include links to all the partner venues, allowing visitors to book accommodation through Expedia, as well as transport.
The microsite will also feature the campaign’s ‘Wonder Walks’ – a series of walks around Edinburgh that deliver wow moments as you walk between venues, and ‘Wonder Weeks’ – stand out weeks in the Edinburgh calendar that have a particularly impressive cultural offering at a time when accommodation has good availability.
By promoting Edinburgh as a year-round cultural destination, the campaign supports the Edinburgh 2020 Tourism Strategy, which calls for growth in the visitor economy of 3% per annum and prioritises stimulating this growth in the October to March period.
From landmark museums to award-winning theatres, a leading film centre to world-class music venues, the ECVG collectively represents Edinburgh’s larger year-round cultural providers at a strategic senior management level.
The VisitScotland Growth Fund supports collaborative tourism marketing projects which focus on growth and ensure that visitors experience the best of Scotland. To be eligible for a Growth Fund award, applicants must place a strong emphasis on digital marketing and the creation of digital content assets.