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

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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