Edinburgh marketing gurus unveil ‘digital takeover’

What's your favourite Edinburgh activity? Picture: Ian Georgeson
What's your favourite Edinburgh activity? Picture: Ian Georgeson
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It COULD be exploring the medieval closes of the Old Town, enjoying the view from Calton Hill or having a late-night laugh at the Stand Comedy Club.

Now the people of Edinburgh have been invited to share their own recommendations of how to spend time in the city as part of an online marketing drive.

The digital rallying call to boost the Capital’s profile will challenge locals to share their suggestions on social media to create a “real-time 24-hour snapshot” of what makes the city exciting, funny, interesting and inspiring.

The project is part of a million-pound campaign to draw people back into the city centre and will kick off with an action-packed “digital takeover” next Wednesday.

Marketing chiefs are urging people to share their “unmissable moments” throughout the day using the hashtag #ThisisEdinburgh24.

Businesses and residents are being asked to post images and videos of their personal recommendations, hidden gems and favourite spots in one “massive social media quest” to showcase the very best Edinburgh has to offer.

The campaign, which aims to put Edinburgh firmly on the map as an “amazing place to live, work and visit”, will launch at 6am, running right through the night.

As part of the initiative, well-known faces such as Commonwealth Games medallist Lynsey Sharp, Olympic cycling hero Sir Chris Hoy and Balerno-born singing sensation Nina Nesbitt have shared their favourite places and times of the day in the city.

Part of the campaign will be curated from the Twitter 
(@Edinburgh) and Instagram (@ThisisEdinburgh) accounts.

The packed 24-hour digital programme of hourly videos, along with images and broadcasts will give a lively glimpse of the many things to see and experience. With a few surprises along the way, followers online will be able to enjoy a mix of content throughout the 24 hours, ranging from late-night comedy at the Stand and midnight tours of the Vaults to beer bottling at Barney’s Brewery in Summerhall and outdoor rooftop swims at OneSpa.

The campaign will continue throughout the busy summer months, with the best public suggestions using #ThisisEdinburgh24 shared across This is Edinburgh’s social channels each week.

John Donnelly, chief executive of Marketing Edinburgh, said: “Edinburgh is a vibrant and dynamic city with so much to offer. #ThisisEdinburgh24 will showcase a selection of our best things to see and do in Edinburgh, but no-one knows it better than the people who live here. It is about getting them to engage and share their local knowledge and favourite places, inspiring others to try something new.

“We hope it will help stimulate a further sense of pride amongst residents and spark the interest of those outside the city, by generating a buzz across Edinburgh’s social media channels.

“This is effectively a digital rallying call to everyone who loves Edinburgh.”

Launched in February 2014, This is Edinburgh is a two-year campaign which aims to attract locals and people living within two hours of the Capital into the city centre to enjoy its shops, restaurants and attractions.

Flagship events include Edinburgh Fashion Week, Film in the City and the upcoming Edinburgh Restaurant Festival in October.

To get involved, people are encouraged to post images and videos on their Twitter and Instagram accounts using the hashtag #ThisisEdinburgh24 between 6am on Wednesday, July 22 and 6am on Thursday, July 23.

All posts and videos will be compiled on www.thisisedinburgh.com/#ThisisEdinburgh24

A partnership jointly funded by the city council, Marketing Edinburgh and Essential Edinburgh, This is Edinburgh also aims to increase footfall to the city centre by two per cent above the national 
average.

It was projected that the 
£1 million campaign will be worth £50m to the economy within the city centre over the two years.

Using a “contemporary and cosmopolitan” approach, campaign organisers claim the event is about “letting Edinburgh speak for itself”.

A campaign spokeswoman said their website www.thisisedinburgh.com #ThisIsEdinburgh24 was packed with hidden gems, event listings, local knowledge and displayed content from people who were out and about enjoying the city centre.

Sunset and Leith, or tea in style, they’re all fired up

ATHLETE Lynsey Sharp said her idea of a perfect day would involve an early evening run along the Water of Leith around the Dean Village or along the Prom at Cramond to watch the sunset.

Meanwhile, Sir Chris Hoy, below, the most decorated Olympic cyclist of all time, would prefer to enjoy a more leisurely “mid-afternoon pick me up” at the Artisan Roast Café in Broughton Street.

Greg McHugh, the creator, writer and star of BBC comedy series Gary: Tank Commander, said: “A perfect day in Edinburgh starts with looking out a Prestonfield House window to see a cloudless sky and then setting off for a walk up Arthur’s Seat.”

Actress Freya Mavor, best known for playing Mini McGuinness in teen drama Skins, said she enjoyed wandering through the National Portrait Gallery.

Balerno songstress Nina Nesbitt, left, best known for her single Stay Out, said: “I love the daily gunfire at 1pm as tourists are always in such awe. It’s a great tradition and adds to the grandeur of the Castle and the city’s atmosphere.”