Forever Edinburgh have launched (August 2023) a brand-new city marketing campaign, ‘Experience the Beauty’ to position Edinburgh as a top UK city to visit in 2023 and 2024.
Funded by the UK Shared Prosperity Fund, the campaign will target inbound overnight leisure visitors in England and Scotland.
Using the latest research and visitor data, the campaign will showcase Edinburgh’s unique experiences to capitalise on the emerging trend among visitors seeking unique and personal experiences, and who are ‘booking where their mood is’.
The campaign has the aim of building year-round demand for Edinburgh by showcasing the city’s unique, surprising and memorable experiences across the product mix, seasons, and city, and disrupt user planning journeys with Edinburgh content, converting lookers into bookers.
To achieve this, the team have collated a selection of spring/summer and autumn/winter experiences that are unique to the city and will bring these to life and the forefront of our targets’ minds through a range of multi-media content spread across a varied marketing mix.
Importantly, the campaign will showcase Edinburgh as an inclusive and accessible destination through content and messaging, and reach new engaged audiences through partnership activity.
The media campaign comprises of sponsored social media, TikTok, YouTube, out-of-home, paid search, programmatic display, and paid native articles. A complementary consumer and corporate PR plan will elevate this media plan, and a campaign landing page will live on the new Forever Edinburgh website, which will signpost users to inspiring seasonable content.
Please share any relevant content that you have with the Forever Edinburgh team on: visit@edinburgh.gov.uk.
And don’t forget to use the hashtag #ExperienceTheBeauty in any social content that you are sharing, which showcases the city’s immersive experiences.