Make it Edinburgh launches new campaign

Edinburgh’s business tourism sector has launched a crowdfunding style appeal to extend the city’s digital campaign, ‘Make it Edinburgh’.  

The campaign aims to attract event and conference organisers before and after the new Brexit deadline, which is currently pending as 31 October 2019, or 31 January 2020 if an extension is granted. 

‘Make it Edinburgh’ also promotes the city’s following sectors: technology, life sciences, creative industries, food and drink, renewable energy and financial services.

Within the first twelve months, the campaign delivered an 87.6% increase in traffic to the Convention Edinburgh’s website, which is dedicated to promoting the city as a conference, meeting and event destination. As a result, the website generated 147 new business enquiries.  

The campaign was also funded by six flagship campaign partners: Marketing Edinburgh, Edinburgh Hotel Association, Edinburgh Airport, Edinburgh International Conference Centre, Royal College of Surgeons of Edinburgh and Edinburgh Tourism Action Group. The collective sum of £40,000 was then match funded by the VisitScotland Growth Fund.  

Amanda Ferguson, head of business tourism at Marketing Edinburgh, said: “In the midst of great political uncertainty, there’s never been a more crucial time for the city to come together. That was always our intention for the Make it Edinburgh campaign – to solidify our position throughout and after the Brexit deadline in March earlier this year. 

“Unfortunately, as that date has been extended, we need to continue our efforts to promote Edinburgh as a world leading destination to host conferences and business events. Strength in numbers will help us do this, hence the call for local businesses to pledge their support.”

Carina Contini of Contini Restaurants and Events, said: “With Brexit looming, it’s important that businesses in Edinburgh rally together, and the Make it Edinburgh campaign presents a great opportunity for us to take positive action. The business tourism market is a huge asset to the city and driver of business for us and we’re keen to see that continue.”

Neil Ellis, chair of the Edinburgh Hoteliers Association, said: “The benefits of conferences and business events for the city go beyond economic value. We’ve already seen a huge influx of investment from global hotel brands keen to tap into Edinburgh’s thriving market – Virgin Hotels, Yotel, InterContinental, putting us on the map as the number one hotspot for hotel investment in the UK. 

“This is an allure for meeting and event planners, but it also benefits local residents; first-class meeting facilities and co-working spaces for business and great restaurants, bars and spas for leisure.”