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MULTIPLYING THE REACH OF SCOTLAND’S CAPITAL
Campaign: 2050 Edinburgh City Vision
LIVE inEdinburgh
27M+ people reached
19M+ PR Opportunities To See (OTS)
Key Market: Edinburgh
Website: www.edinburgh2050.com
547K+ campaign engagements
Malaysia
STUDY inEdinburghCampaign: 20 reasons to study in Edinburgh: First-Class learning in a world-class destination
29M+ people reached worldwide
6.3M+ campaign engagements.
29M+ PR Opportunities-To-See (OTS)
Key Markets:
1ST CLASS
Thailand SaudiArabia
Website: edinburgh.org/firstclass
WORK in EdinburghCampaign:
144K+ people reached
53K+ campaign engagements
128M+ PR Opportunities-To-See (OTS)
Target Market: UK
#ChooseEdinburgh
Website: edinburgh.org/T2
VISIT EdinburghCampaigns we’ve delivered
#UncoverEdinburghEdinburgh’s 101 Objects (edinburgh.org/101)Make it Edinburgh (makeitedinburgh.com)City of Superheroes (edinburgh.org/cityofsuperheroes)Edinburgh’s Georgian Shadows (edinburgh.org/shadows)LumenGreat City Swap
30M+ people reached globally
1.6M+ campaign engagements.
128M+ PR Opportunities-To-See (OTS)
Markets:
Europe:Dublin, Paris, Berlin, Barcelona, and Amsterdam.
United Kingdom: Glasgow, Inverness, Dundee, Aberdeen, East Lothian and the Borders, Berwick upon Tweed, Carlisle, Newcastle, York, Cumbria and Manchester.
30INVEST in Edinburgh
Distributed in: Manchester, Gatwick, Birmingham, Glasgow, Edinburgh, Zurich & Geneva.
Sponsored over 30 editions of Invest Edinburgh magazine.
91.2K+copiessince 2014
x
A summary of results of Marketing Edinburgh’s activities to promote the city, encouraging people to…
PRESS TRIPSWe organised and delivered 26 press trips in 2017/18, achieving a reach of 31M+
Key highlights include: P&O Ferries
The Irish Sun
National Geographic ( Australia and New Zealand)
The Times
British Airways’ BA High Life
Metro Lifestyle
Conde Nast Traveller (Spain)
Spotlight (Germany)
National Geographic (China)
ONLINEWe’re always busy promoting Edinburgh online too.
‘In 2018, our website (edinburgh.org) served 1.8M+ annual visitors with a monthly average of 140K+ unique visitors.’
edinburgh.orgTop Pages:• Things to do• What’s on• Shopping• Top attractions• 2-day itinerary• Food and drink• Afternoon tea• Hidden gems
191K+ Facebook fans (a 6% rise year-on-year.
125K+ Twitter followers (a 17% rise year-on-year.)
125K+ Instagram followers
1K+ newsletter recipients (local Edinburgh businesses.)
And monthly to:12K+ consumer newsletter subscribers
we answer 4K+ annual enquiries from all around the world
Through our media activity, we have reached a global audience of 889M+ people.
Top Markets:• UK• USA• Germany• Canada• Ireland• Australia• France • Spain
We talk daily to our:
Finally...
AIR ROUTEDEVELOPMENT
We helped Edinburgh secure Scotland’s first direct air link from China
Edinburgh – China Air Link project (E-CAL) was part-funded and managed in full by Marketing Edinburgh.
We work in partnership with Edinburgh Airport to secure new air routes and develop existing routes into Edinburgh.
INBOUNDEdinburgh
4.3M+ visits
£1.5B+ in visitor spend (£98 average daily spend)
Top international inbound markets to Edinburgh:
AMERICA
466K+ visitors spending £294M+
GERMANY
242K+ visitors spending a total £111M+
FRANCE
ITALY
CHINA
SPAIN
Equating to:
16M+ nights spent in the city (3.7 day average stay)
111K+ visitors spending a total £50M+
102K+ visitors spending a total £52M+
93K+ visitors spending a total £47M+
52K+ visitors spending a total £24M+
(Source: International Passenger Survey 2018)
An infographic by This is Edinburgh
IN SUMMARY
80M+ people reached globally through campaign activity
538M+ PR Opportunities-To-See
EVENTS
― Edinburgh’s Festivals― Burns and Beyond― Edinburgh’s Christmas― Hogmanay― Christmas at Botanics― Giant Lanterns of China― Riding of the Marches― Samhuinn Beltane Festival― Edinburgh Festival Carnival― Six Nations
North America
SouthAmerica
Africa
EuropeAsia
Australia
Countries we’ve been promoting Edinburgh in
Promoting Edinburgh’s calendar of events, featuring over 200 annual events across culture, seasonal favourites, sports, festivals, theatre, and Science.
76K+ Chinese fans on Weibo and WeChat.
31M+ reached via Edinburgh press trips