How do you give Edinburgh’s far-flung residents compelling reasons to come into ‘town’ over the convenience of out-of-town or online shopping?
To win the hearts and minds of residents, we put them at the heart of campaign planning. Research identified that the buzz, diversity and iconic backdrop were key drivers. From that, we developed ‘The Sign of a Great Time’ – celebrating the diverse and ever-changing experiences to be found on each iconic street, reinforcing what they know and love, and surprising them with what’s new. Research with member businesses provided a commercial overlay to hone the messaging, media mix and activation mechanics.
Edinburgh City Centre is bucking the bleak national retail trends, with sales up by 2.8% YOY in December 2019. Hospitality continues to perform even stronger, with 6.7% YOY growth.
In year 2, we’re building the campaign to celebrate the #Edinburghgreats – pulling expertise and content from the member businesses themselves in order to deepen our conversations with residents.