MARKETING bosses leading the drive to draw people back to the city centre are to mount an unprecedented attempt to chart 24 hours in the life of the Capital live on social media.
As part of the newly launched campaign “This is Edinburgh”, a social media extravaganza will see three camera crews tour the city to live-stream highlights of what it has to offer and raise awareness of its attractions among people living and working in the city.
The project – #thisisedinburgh24 – is a massive production which organisers say no other city has previously attempted.
Every half an hour for a full day and night, Twitter and Facebook will highlight something or someone in the city through video clips, photography, live question and answers and other posts.
The 24-hour blitz – being planned for a date in May – is set to start at 6am with breakfast at the Caledonian Hotel and end there at the same time the following morning.
Highlights along the way will include an exclusive look into Harvey Nichols’ stock room and a chat with Edinburgh designers about the latest trends; street performances by well-known faces; and even a visit to the Evening News offices to see the paper being put together.
There will be opportunities for people to get involved by attending some of the featured events, as well as win prizes throughout. The initiative is intended to create a buzz around the marketing drive, which aims to attract people back to the city centre now that the tram works have gone and the trams themselves are about to start running.
John Donnelly, chief executive of Marketing Edinburgh, the city council’s arms-length agency which is leading the campaign, said: “It aims to show the diversity of the city-centre and get Edinburgh trending online. We want people to notice the event on their social media stream and think, ‘I’d forgotten you could do that in Edinburgh’, or ‘I never knew that about the city’, motivating them to come back in and explore.
“Digital has been a focus of mine since I came into the role last year and activity like #thisisedinburgh24 helps to show Edinburgh’s city centre as the progressive, energetic place it really is.”
Andy Neal, chief executive of Essential Edinburgh, which runs the city-centre business improvement district, said: “This, as part of the bigger campaign, marks a real step-change for the marketing of Edinburgh’s city-centre.
“It’s bold and modern and absolutely the type of thing we need to be doing.
“By showcasing the huge amount of things that people can enjoy here, it helps to remind people of the many reasons they should come to Edinburgh as opposed to anywhere else.”