Airport chiefs are squaring up to their Glasgow rivals on their own patch with a massive new advertising campaign targeting the Commonwealth Games.
The sporting extravaganza will be blitzed by adverts in daily programmes, plastered on mobile billboards and on buses.
Edinburgh Airport’s new marketing drive is the biggest it has ever launched outside the Capital – and aims to lure foreign visitors and west of Scotland residents to the record-breaking terminal.
The adverts will highlight the array of international destinations that are served only by Edinburgh.
Glasgow’s east end and south side will be the main targets, with two million people expected to see the promotional message between now and the first week of August.
Airport bosses say the campaign was inevitable following the sale of Edinburgh by former owners BAA to create more competition.
Director of communications Gordon Robertson said: “It’s an opportunity for us over the next few weeks, as the focus is going to be on Glasgow, to show the breadth of routes we have to an audience that we might not get access to normally.
“With so many people in one place, and so much attention on Scotland, it was an ideal opportunity to show people that we are where Scotland meets the world.
“We wanted to demonstrate the difference, and the routes that you can’t get anywhere else in Scotland.”
And he insisted the “guerilla marketing” technique should be viewed as cheeky rather than aggressive.
Mr Robertson said: “The best advertising always has a little bit of humour and Scots, particularly Glaswegians, are famed for their banter and humour. That’s what it is.”
A new Citylink Air bus service, linking Glasgow to Edinburgh Airport, was launched at the start of July, with airport bosses hoping it will make flying from the Capital a realistic option for west-coast travellers.
Also this month, Edinburgh broke through the ten million passengers-per-year barrier for the first time.
Robin Worsnop, chairman of the Edinburgh Tourism Action Group, said: “With the Commonwealth Games, Edinburgh festivals, Ryder Cup and referendum, the eyes of the world will be on Scotland.
“Edinburgh is by far Scotland’s busiest airport and showcasing some of the 135-plus destinations that travellers can fly directly to during this time makes perfect sense.”