#UncoverEdinburgh, a destination-led campaign aimed at young visitors led by Youth Travel Edinburgh and supported by the Edinburgh Tourism Action Group and Marketing Edinburgh, is looking to profile Scotland’s capital as a top youth tourism destination and hopes to reach 3.5 million people across Europe with the support of VisitScotland. The campaign received a £40,000 Growth Fund award to help with its development.
The partnership is looking into encouraging visitors aged 18-26 from key European markets to come to Edinburgh on a year-round basis by pairing an Edinburgh influencer with an influencer sharing a similar special interest from cities like Barcelona, Paris and Amsterdam. Scotland’s 2018 Year of Young People (YOYP) platform will be used as co-production, where the special interests were chosen by the Young Scot 2018 YOYP Ambassadors.
“#UncoverEdinburgh is an exciting campaign that has brought together Edinburgh’s tourism industry to grow the number of young people coming to Scotland’s capital. It’s particularly apt as we celebrate the Year of Young People which is an opportunity to celebrate and showcase the amazing young personalities, talents, and achievers that make up Scotland. It’s all about inspiring our nation through our young people’s ideas, attitudes and ambitions,” said Paula Ward, VisitScotland Regional Leadership Director.
As part of the campaign, ten carefully selected Edinburgh influencers will be inviting other influencers from a target European city to join them in Scotland’s capital where together they will create digital content using Edinburgh as an identifiable backdrop. So far, there have been two pairings and the most recent was between Edinburgh local Davide Verri (www.instagram.com/davideverri_/?hl=en) and Nicanor Garcia (www.instagram.com/nicanorgarcia/?hl=en) from Barcelona, boasting a collective following of almost 740k, who share an interest in culturally significant architecture.
A second strand of the campaign is the release of new digital assets for the trade to use – images and GIFs developed specifically to appeal to the youth market – which can be downloaded from uncoveredinburgh.org.