Digital campaign has the WOW factor

Essential Edinburgh is delighted to be supporting a new campaign along with Edinburgh venues, which shows why the city is a year-round cultural hotspot.

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 association with Expedia, the campaign will promote the capital’s low-season cultural offering using a short video promoted across digital channels. The video communicates the emotional “wow” experienced from visiting Edinburgh’s vast and distinctive offering of world class culture.

The video showcases 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 features the video and includes links to all the partner venues, allowing visitors to book accommodation through Expedia, as well as transport.

The microsite also features 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.

Ken Hay, Chair of Edinburgh Cultural Venues Group, said: “Edinburgh is an internationally renowned city of culture, offering dynamic, high quality performances, galleries and museums at many different venues. The heritage setting makes the city unique and culture lovers can also enjoy the great eating out experiences available. This campaign will showcase the city’s fantastic offering and help bring new visitors to enjoy the city year-round.

For more information about the EdinburghWows campaign go to www.edinburghwows.com

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