HomeSupportForever EdinburghTarget the local Edinburgh & The Lothians market with ‘Resident Rewards’ by Forever Edinburgh

Target the local Edinburgh & The Lothians market with ‘Resident Rewards’ by Forever Edinburgh

Are you looking to target the local Edinburgh & The Lothians audience?

Resident Rewards, launched in December 2021 by Forever Edinburgh, with the aim to re-connect the residents of Edinburgh, with their city’s leisure, hospitality and cultural experiences. The programme was developed as a direct response to the 2030 Edinburgh Tourism Strategy that challenges the city to ensure that “Edinburgh’s tourism sector will directly contribute to the quality of life for Edinburgh’s residents” (2030 Tourism Strategy).

Building on the original campaign’s success, Forever Edinburgh has secured £180k in funding to further develop the programme for residents, and to also allow more tourism businesses the opportunity to get involved by providing an exclusive offer for Edinburgh residents. As of Saturday 1 June 2024, the rewards can now be redeemed by anyone possessing an EH postcode, resulting in more customers experiencing your business.

The newly expanded programme, now includes 5 reward categories:

  1. Monthly Star Reward – a high value reward that’s offered by one business each month
  2. Resident Rates – a special concession rate for residents
  3. Resident Previews – residents get a first look at new openings, attractions, exhibitions and tours
  4. Annual Pass – residents receive a concession rate on annual passes
  5. Half Price & Free Days – residents help to fill quieter days of the week by being offered half price tickets, or certain time slots completely free.

What’s in it for you?

• Targeted media partnership activity

• Organic social activity posts from the Forever Edinburgh channels including Facebook, Twitter, Instagram, TikTok and YouTube

• Solus newsletter to Forever Edinburgh database (segmented to locals)

• Opportunity to increase your own marketing database

• Feature on dedicated Resident Rewards page on edinburgh.org

• Increased awareness and bookings from local audience.

Businesses that have taken part so far include Edinburgh Castle, Johnnie Walker Princes Street, Edinburgh Bus Tours, Mercat Tours, the Scotch Whisky Experience, Pure Spa, Camera Obscura, Department of Magic, Mary Kings Close and Waldorf Astoria Edinburgh – The Caledonian, with more in the pipeline.

Since 2021, the Resident Rewards microsite has been viewed nearly half a million times and has also generated over 35,000 business leads, demonstrating the strength and potential of this market-leading programme.

Resident Rewards is being fully funded by the UK Shared Prosperity Fund and funding has been secured until March 2025.

Participation in this program is free for Edinburgh leisure and hospitality businesses.

If you’re interested in joining and offering exclusive Rewards to residents of the City of Edinburgh through your business, please reach out to the team at: residentrewards@edinburgh.gov.uk.