Successful partnerships have been at the heart of our approach to marketing and promotion, delivering exceptional events that bring people in and generate spend for our levy paying businesses.
From Edinburgh’s Christmas, Hogmanay and Edinburgh Cocktail Week to summer festivals, outdoor terraces and collaborative campaigns, we continue to create momentum, showcasing the area as vibrant, welcoming and commercially successful.
In 2022 Essential Edinburgh partnered with the Royal Zoological Society of Scotland for their Giraffe About Town trail. As the sponsor of the school’s programme we had 23 Wee Herd giraffes, designed by Edinburgh school children, displayed within our BID businesses and forming part of the full giraffe trail.
There were over 13,000 miles covered by trail-goers, taking almost 30 million steps. 30% of trail-goers were from outside of Edinburgh and 85% spent money in food and beverage businesses. Whilst on the search for giraffes 66% spent money in shops and 10% spent money on overnight accommodation. Giraffe About Town resulted in a gross economic impact of £4.5 million.
