A MAJOR advertising campaign is set to be launched to promote Edinburgh’s seaside.
Branded buses and posters would form a campaign to encourage both tourists and city residents to visit Portobello and make use of the beach throughout the year.
Many of the proposals, which would include adverts on Lothian Buses, were put forward by residents attempting to secure a greater profile for the area.
Posters in the style of 1930s resorts, which will appear on buses and bus stops, have been designed to showcase the heritage of the once-popular seaside retreat.
Community groups have been campaigning for greater funding and publicity for the area in recent years but frequently point to a low profile in guide books and tourist information and to a lack of investment.
Council officers have recommended councillors back the drive at the economic development committee next week.
Campaigners hope the next steps will be adverts at Edinburgh Airport and signs pointing towards “Edinburgh’s Seaside” in the city centre.
Portobello councillor Maureen Child, who took the motion to the committee in June, praised the level of community involvement in the plans.
She said: “Portobello has been under-advertised for many years but there are many residents here, myself included, who believe it is very much worth advertising and an incredible asset for the city.
“Many of these ideas have come from those living here, including branding the buses and the bus stop adverts, so a lot has been homegrown and it is good that this has been acknowledged. There is always a lot going on and the community is so vibrant.”
Cllr Child said the next move would be to have the beach recognised nationally.
She added: “If you have a seaside award it appears in a good beach guide, and currently many of them direct you to East Lothian.
“As much as I love East Lothian, we have great cafes and pubs here and we’re so close to Edinburgh.
“There is still more to be done but this is a good start.”
Last month, the Evening News told how campaigner Paul Lambie had created plans to paint “Welcome to Edinburgh” under the Edinburgh Airport flight path to promote Portobello, which the council is said to be considering.
Mr Lambie, a film prop specialist, said: “Currently we hardly feature in any tourist literature; it certainly wasn’t the last time I looked. The next step after that is to have city centre sign directing people to the beach.
“Arthur’s Seat is known around the world, but when I tell people I live on Portobello beach in Edinburgh they always say ‘I didn’t know Edinburgh had a beach’. It’s an incredible natural resource, and we really should be making the most of it.”