Sign Of A Great Time

Essential Edinburgh have created a one stop shop for fashion, food and fun things to do with brand new Edinburgh City centre website and social channels

Sign Of A Great Time

A new campaign from Essential Edinburgh launched in October 2018, encouraging Edinburgh locals to re-discover all that is on offer in the capital’s vibrant and varied city centre.

With more restaurants per head than anywhere in Scotland, an unmatched boutique retail offering and some of Britain’s biggest brands, Edinburgh’s city centre has it all – and Essential Edinburgh are out to prove it with their new campaign ‘The Sign of a Great Time’.

‘The Sign of a Great Time’ has been created to drive footfall into the Business Improvement District (BID), aiming to show just how great city centre shopping and socialising can really be. There’s endless options on every street, with something for everyone, for all purposes and price points to suit all budgets.

Essential Edinburgh is the not-for-profit organisation responsible for looking after Edinburgh’s largest BID which stretches from West Princes Street, right along to the new Edinburgh St James and up to George Street. Almost 600 businesses are currently part of the district, with half operating in the retail sector and almost one quarter in hospitality, each with a huge range to offer and enjoy.

The city centre is one of the most easily accessible locations in Edinburgh with all trams passing through; as well as a huge number of the city’s buses, taxis; and Waverley train station and Edinburgh Bus Station just a few minutes’ walk.

Recent research conducted by STR, the Edinburgh Visitor Survey, has also shown that 85% of visitors felt the BID area was more welcoming than the rest of the city, as well as 79% cleaner.

The five-year campaign will include various strands of exciting activity from social media to experiential, advertising to PR. Vibrant creative advertising will be rolled out across the city and will be visible on the side of city buses, inside trams and adorning the outside of telephone kiosks.

As school finishes for the October break, a giant board game will be installed on Castle Street – complete with giant dice – with hundreds of prizes up for grabs over the course of four days, designed to physically show the breadth of businesses on offer.

The overall campaign has been created as part of Essential Edinburgh’s ongoing commitment to support, protect and promote the centre of Scotland’s capital city as a leading place to work, visit and do business. BID members identified marketing as an area of focus, and with a £1million investment from local businesses, ‘The Sign of a Great Time’ went live on Monday 8th October.

The campaign’s five-year timeline will include a number of exciting milestones and developments for the district, including the re-opening of luxury leisure complex Edinburgh St James in 2020. 

Chief Executive Roddy Smith of Essential Edinburgh said: “The Sign of a Great Time has been in the planning for almost a year and with the full support of our members, and Marketing Edinburgh, it’s fantastic to see the campaign become a reality. The vibrant creative will really grab the attention of locals and visitors alike and show what a truly vast and varied offering Edinburgh’s city centre has.

“There’s a lot of exciting activity to come from the campaign over the next five years. Our first piece of experiential activity – a giant boardgame – launches next week and I’m confident it will not only grab attention, but truly showcase the area.

“I’d encourage all Edinburgh locals to head into the city centre and re-discover what’s on offer. From well-known high-street staples and department stores to hidden gems and independent operators, there is something to suit all interests.”

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