Tag: VistScotland

Forever Edinburgh marketing campaign secures new funding

“Our Capital’s much-missed buzz is back” – Council leader Cllr. Adam McVey

Forever Edinburgh, the city’s official destination guide, has secured a further £90k from VisitScotland’s Destination and Sector Marketing Fund to continue amplifying promotional activity.

This follows a successful first year of ‘The Story Never Ends’ campaign, which promotes the Capital as the UK’s top city break and shares the unique stories and experiences visitors can discover around every corner.

Delivered jointly by the City of Edinburgh Council, ETAG, VisitScotland and private sector partners, the campaign showcases the attractions, shops, bars, events and restaurants. It was launched as lockdown was easing in April 2021 to target domestic leisure visitors in Scotland and England encouraging people to meet up safely and spend time together once again.

At a local level a new Resident Rewards Edinburgh scheme was also launched in 2021 as part of the campaign. It aims to help residents to re-discover all the city has to offer by benefitting from a high-value reward or discount with a new business every month.

The funding secured from Scotland’s national tourism organisation will support the next phase of campaign activity over summer 2022 and adds to £50k set aside in the City of Edinburgh Council’s budget to develop the Forever Edinburgh website, helping to strengthen the Scottish Capital’s shop window to visitors from across the globe.

An update on the campaign’s ongoing success – which has seen page views increase by 460% year on year – was given to the Council’s Policy and Sustainability Committee this week.

Forever Edinburgh Winter Campaign

Council Leader, Adam McVey said: “The Forever Edinburgh campaign has been a vital piece of partnership working, helping encourage residents back into our city centre after attractions and businesses had dealt with the challenges of COVID restrictions. And its success is clear to see; our Capital’s much-missed buzz is back.

“After a hugely difficult time for our hospitality industry, it has been crucial to safely welcome visitors back into our city centre to support local businesses. Everything we’ve achieved with our City partners with the campaign demonstrates what we can do when we work together, and I’m grateful to everyone who has stepped up to support it.

“While we’ve come far, the impact of the pandemic will be felt for a long time to come so it’s important that we keep up the momentum. This latest funding boost from VisitScotland is hugely welcome and, alongside £50,000 from the Council, will be used to encourage even more residents and visitors to enjoy our beautiful Capital and rediscover all it has to offer this summer.”

Depute Leader Cammy Day said: “Forever Edinburgh has been a true partnership and this additional money from VisitScotland recognises how well the campaign is working. It also demonstrates how important it is that we continue to work together to reinvigorate tourism in the Capital, and we will use the funding to leverage the partnerships we have in place.

“In this next stage of the campaign there will be a focus on our live music scene and all the events lined up to take place over Spring and Summer. The city’s calendar is building back up and there is no shortage of places to see, restaurants and shops to enjoy and arts and culture at every turn.

“As we move forward, I’m sure residents and visitors will continue to lend their support to businesses which were hit hard by the pandemic and feel inspired by the Forever Edinburgh campaign.”

Neil Christison, Regional Director at VisitScotland, said: “Forever Edinburgh has been a fantastic platform for businesses and the tourism industry to engage with residents and visitors during an incredibly challenging time.

“While the return of international visitors will be important for the long-term recovery of the industry, domestic visitors will continue to play a key role in helping businesses get back on their feet.

“The award from the Destination and Sector Marketing Fund will ensure the Forever Edinburgh campaign continues to extend the benefits of tourism to the capital and the surrounding region in a sustainable and responsible way.”

Campaign highlights

‘The Story Never Ends’ featured a series of summer and winter-themed films showcasing Edinburgh’s broad product offer and unique stories, radio advertising, paid media partnerships, new content and itineraries created for the Forever Edinburgh website and new photography of the city. As a result of this activity the website saw page views increase by 460% year on year during campaign period April-February, with users accessing the site saw a rise of 174% compared to the previous year (2020/21).

A consumer PR campaign complemented this activity including travel journalists and social media influencer visits to the city to experience what Edinburgh has to offer first-hand. Global media coverage was secured for a new video promoting dog-friendly Edinburgh, reaching over 1billion readers through media coverage, and a competition prize package with multi award-winning author, Ian Rankin OBE reached nearly 250million readers online.

As a result of this participating businesses have reported a rise in bookings due to the media coverage. Further celebrity endorsement was given by Gail Porter for the city’s spooky stories while there is still more in the pipeline to promote the Capital’s live music scene and sustainability credentials.

https://youtu.be/GUxTzvFM8Z0

The new resident focused initiative, Resident Rewards Edinburgh, was launched in December 2021, with promotion on social media and YouTube as well as a partnership with The List and ForthFM.

Working in partnership with the city’s tourism businesses, residents of Edinburgh are enjoying high-value rewards and discounts with a new business every month. The dedicated Resident Rewards section has become the second most popular page on edinburgh.org since it launched (December-February) with 33,000 page views and 2,279 referral clicks.

This activity was all supported though both Scottish Government’s Regional Recovery Fund and VisitScotland’s Destination and Sector Marketing Fund and Market Readiness Fund money.

Ancient artefacts will ‘transform life in Drylaw’

standing stones

Archaeological dig unearths ‘treasures’ at heart of housing estate

World Heritage Site status following Drylaw discovery?

The ring of Brodgar, the standing stones of Callanish, Stonehenge – these world famous ancient sites have aroused wonder and speculation for centuries. Why were they built? Were they religious temples, astronomical navigation sites, burial grounds or even fantastic art creations by intelligent creatures from another world?

Channel Four’s ‘Time Team’ believe they may have unearthed some answers following an archaeological dig in North Edinburgh.

Late last year, scientists were alerted to some unusual ground activity following a prolonged period of torrential rain in the Drylaw housing estate in North Edinburgh.

Historic Scotland’s Barnaby Welton-Trowell explained: “The heavy rain had washed away layers of topsoil on a small roundabout, revealing a primitive stone circle which we believe may be thousands of years old. It’s a remarkable find, and it appears that the stone structure was built as a repository for important relics that span the ages. Drylaw’s standing stones will undoubtedly become as well known as any of the world’s most famous sites”.

A preliminary examination unearthed some fascinating artefacts.

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Mr Welton-Trowell continued: “We first came upon ancient plans for a tram network, which we believe could date back to Roman times. Etched on a stone tablet, they were drafted by a man called David the Begg – we are currently researching him and believe he may have been one of a group of wise seers who once lived in the Lothians. The Begg’s blueprint even included a cost – five magic beans, which must be around £25 billion in today’s money – so you can see that transport and infrastructure schemes were just as expensive way back in antiquity. However the stone tablet was only the beginning – you can imagine our excitement as we had literally only really scratched the surface. What other treasures could we find?”

The stone tablet – an early forerunner of today’s hi-tech iPad – was sent for carbon dating, but Channel Four’s Time Team got wind of the discovery and rushed to Edinburgh. Now working with Historic Scotland and the local city council, the TV archaeologists have already made some startling discoveries on the Drylaw dig – and expect many more.

baldrick

Tony ‘Baldrick’ Robinson (pictured above) said: “We are always amazed at the things our investigations can throw up and our Edinburgh visit has been particularly rewarding. Among the artefacts unearthed so far are an antiquated scrap of parchment which we believe may be Saxon or even earlier – clearly it is very difficult to decipher the hieroglyphics on the ancient manuscript, but one of our experts believes it may refer to the victory of ancient Hibernians in a battle in the West, where they won a momentous victory at something called the Scottish Cup. It is clearly very old and may well be very significant – it was always believed that this was the stuff of legend, a fairy tale, but it may actually have really happened after all”.

bridies

A tray of modern-day bridies

Also discovered was a fossilised piece of foodstuff. Tony Baldrick continued: “We had always imagined our forefathers were farmers, living on a fairly basic diet of grain and vegetables. However we have dug up what we believe may be an early Pictish bridie. If it really is – and we are very hopeful, as it was placed in a Gregg’s bag, perhaps as part of a religious ceremony as an offering to the gods – we may have to rethink the diets of our ancestors. Perhaps the pie, bridie and sausage roll were just as popular with the Stone Age Scot as they remain today. Carbon dating will reveal all – it will certainly give the scientists something to get their teeth into!”

VisitScotland senior marketing executive Ruaridh Culloden said the find offers a ‘once in a lifetime opportunity’ for the area. He said: “After a series of top level brainstorm and focus group sessions our team has come up with some wonderful ideas to really put the site on the tourist map.

RING of Brodgar: 'No Drylaw'
RING of Brodgar: ‘No Drylaw’

“We’ve yet to visit the site, but we would envisage a Visitor Centre – probably on the site of one of the local pubs, either the Dew Pot or the Furry Boat, and a gift shop on the site of the current Drylaw church. We’d also like to flatten Drylaw Neighbourhood Centre and use the space to develop a fun theme park there.

Mr Culloden added: “It’s also very important that the Standing Stones are easily accessible so we would like to establish a big coach and car park where Ferryhill School is currently located, perhaps with any overspill directed to Easter Drylaw Park, where was also plan to build a hotel. So as you can see, we’re certainly not short of great ideas on how we can build on Drylaw’s heritage – quite literally”.

A spokesperson for Drylaw Telford Community Council said: “The interest generated has been amazing – we’ve had communications and inquiries from as far away as Trinity and Cramond. The roundabout was really just a bit of an eyesore, to be honest, so the events of recent weeks have taken us all completely by surprise. The stones have certainly put Drylaw on the map and it seems that our neighbourhood is going to be transformed. It’s simply unbelievable.”

callanish
CALLANISH: ‘Drylaw’s stanes are better’