A consortium of Edinburgh’s leading festivals is on the hunt for an agency to promote the city’s flagship events through a single marketing campaign. The move by Festivals Edinburgh will be the first time it has taken such a joint approach in its history.
The body represents the city’s major events including the Edinburgh Fringe Festival, Edinburgh Jazz Festival, Edinburgh Military Tattoo and Edinburgh’s Hogmanay.
Advertising and branding agencies across the UK have been invited to pitch for the launch campaign, which is expected to be a multi-million pound drive to attract visitors from the Middle East, Eastern Europe and Asia.
While agencies are being asked to base their pitches on a spend of £200,000, the confirmed budget for the overall business will be revealed at the end of the month.
Once the agency is appointed one of its first tasks will be to create an official brand image for the two-year old consortium.
Festivals Edinburgh is headed by director Faith Liddell and was formed in December 2006. The city’s main festivals have been estimated to contribute around £135m to its economy.