#MakeItEdinburgh - What's It All About?

Published: 04 April 2018

In October last year Convention Edinburgh launched the city’s first digital campaign dedicated to the Business Events sector. Make It Edinburgh was born out of a collaboration with several key stakeholders - Edinburgh Hotel Association, Edinburgh International Conference Centre, Edinburgh Tourism Action Group (ETAG), Royal College of Surgeons Edinburgh, Edinburgh Airport and Marketing Edinburgh, who all contributed funds to get the campaign off the ground. This was then match funded through the VisitScotland Growth Fund.

The campaign aims to generate new business event enquiries for the city, keep Edinburgh front of mind among UK event planners and generate greater awareness of the city’s key sectors – Technology, Life Sciences, Renewable Energy, Creative Industries, Food & Drink and Financial Services.  At the heart of the campaign is a comprehensive social media and digital communication strategy - this has been fed by a range of digital assets which were created especially for the campaign.  The great news is, these assets are for all to use and everyone can get involved with the social media campaign.

Can you really use the digital assets yourself?!

Make It Edinburgh is for everyone in the city to use. There are new films promoting Edinburgh for business events, short sector specific video-stings, images, branding, email footers and even HTML email templates. These are great assets to use when promoting Edinburgh as a leading conference destination.

What is the digital campaign?

We scheduled a host of digital advertising with key trade media (C&IT and MeetPie) - this includes banner adverts, homepage take-overs and HTML email blasts to their readers. We invested in paid search on Google and the Make it Edinburgh banner ad featured on the IMEX Frankfurt website in the lead up to the global trade show.  All activity aims to drive traffic to makeitedinburgh.com and ultimately to make an enquiry!

Social Media Campaign

We share campaign messaging on Twitter from @Conventions and LinkedIn, including boosted messages promoting Edinburgh for business events. Through social media, we profile the key sectors of the city - Finance, Renewables, Life Sciences, Creative, Food & Drink and Tech, as well as generic campaign messaging to promote the city, venues, hotels and accessibility.

How can you get involved?

•   Use the assets in the toolkit when promoting Edinburgh as a leading business events destination

•   Get active on social media (Twitter and LinkedIn) - post your own messages about your specialist field and the city and include #MakeitEdinburgh

•   Engage, Engage, Engage!  Follow Convention Edinburgh on Twitter (@conventions) and like, retweet & comment on our posts.  This amplifies our message and increases the overall reach



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