The original Make It Edinburgh campaign was funded by six partners in the city - Edinburgh Hotel Association, Edinburgh Airport, Surgeons Quarter, Edinburgh International Conference Centre, ETAG and Marketing Edinburgh, with matchfunding from the VisitScotland Growth Fund. This twelve-month campaign created a suite of digital assets for everyone operating in the Business Tourism market, to use when promoting their venue/service and the city. The digital and social media element of the campaign came to an end in September 2018 after increasing traffic on meetingedinburgh.com by 86% and thereby generating 148 business tourism enquiries for the city.
There is no denying that the uncertainty around Brexit has not abated and with that the risk that business tourism in Edinburgh will suffer, continues. Convention Edinburgh proposes the city takes affirmative action by re-activating the Make It Edinburgh campaign. By re-using the digital assets we can swiftly switch on the social media and digital campaign, putting Edinburgh front of mind in the national and European business tourism market, generating enquiries for the city and maintaining this important tourism revenue.
Three of the original funding partners, EHA, Edinburgh Airport and the EICC have already contributed, funding the campaign for the first six months. We are widening the request for campaign funds to all members with the ambition of extending the campaign to a full 12 months. Many in the city will already be considering what they can do to safeguard their revenues from business tourism. Individually this will be costly, however by pooling resources for a city campaign, it is more affordable for all and more effective in making impact in the competitive business tourism market.
Amanda Ferguson, Head of Business Tourism commented, “If half our members pledged £200 each towards the campaign this would extend the Make It Edinburgh Campaign to March 2020, thereby keeping Edinburgh front of mind with event planners in the UK and Europe. By growing the number of business events coming into Edinburgh, everyone benefits from conference delegates whether you are a hotelier accommodating delegates, a restaurant or pub providing the perfect environment for networking in the evening or a visitor attraction welcoming accompanying partners or extenders. We all have a vested interest in generating business event enquiries as ultimately we all benefit at some point in the chain. With this in mind we are extending the appeal for campaign funding to all members.”
To contribute to the Make It Edinburgh campaign fund and play your part in generating more business tourism for the city, simply complete this online form.