By Ashley Watt.
The City’s biggest ever festive promotional drive in years is currently underway as the Capital attempts to recover from the impact of the tram-works on trade and on Christmas festivities. Using the slogan “Edinburgh Sparkles“, the ad campaign was devised by a collaboration of organisations; the Destination Edinburgh Marketing Alliance (DEMA), Edinburgh City Council, Open For Business, Edinburgh’s Christmas, Essential Edinburgh and Edinburgh Trams.
The city’s new marketing alliance is putting the finishing touches to the campaign which it is believed will benefit the economy and trade in the capital over the festive season. It is expected that £800,000 will be spent on the campaign.
Norman Springford, chairman of DEMA states that “Edinburgh Sparkles represents a great opportunity to ensure that all the agencies working on Edinburgh’s unique festive offer do so together in a co-ordinated way.” The city is working as a whole to project Edinburgh as full of life and Christmas spirt and ultimately to attract shoppers and the usual fantastic turn-out for all of Edinburgh’s festivities.
In a desperate bid to return the city to some sort of normality over Christmas, buses are being brought back on to Princes Street in the early hours of Sunday 29 November, due to campaigning from local businesses who feel they will loose out on the usual economic benefits of the festive season.
The campaign is to be like nothing Edinburgh, or Scotland has ever seen before. It has just been announced that huge projections of land marks such as Edinburgh Castle and iconic images of the capital are to be beamed around English locations as part of the city’s all time greatest marketing drive. The campaign aims to attract visitors to the city over the Christmas period, boosting trade. This is all the more necessary due to the tram-works disruption which has caused many retailers to face a drop in sales. Gordon Drummond, general manager of Harvey Nichols in Edinburgh commented “it will be really fantastic if that sort of money is available.”
Managing director of DEMA, Martin Naylor states “we were keen to highlight Edinburgh as the magical, unique place that it is, especially over the winter season.” However, there remains some scepticism as to whether a catchy slogan and an attractive advertising campaign is sufficient to rescue Edinburgh from the chaos the trams have imposed on the economy, trade and tourism.