Edinburgh to have new marketing body

Edinburgh is set to be promoted by a single body with the name Marketing Edinburgh in a bid to launch a co-ordinated approach for tourism and investment.

/r/v/a/EdinburghCity.jpg

The organisation will build on existing public-private partnerships in the city. The initiative was given the backing of the City of Edinburgh council after they viewed analysis of the promotional strategies of other UK cities.

The new body will launch in April next year and will closer co-ordinate city promotion activity. Destination Edinburgh Marketing Alliance, Edinburgh Convention Bureau and Edinburgh Film Focus will all be subsumed into Marketing Edinburgh. Between them, the three bodies helped attract nearly £79m in investment last year.

There is core funding being made available and the body has a target of raising £5m annually by 2014. An executive team has yet to be appointed.

Chief executive of Edinburgh chamber of commerce Ron Hewitt says: “The establishment of Marketing Edinburgh is a significant advance. For years, this great city has lacked a co-ordinating marketing body with sole responsibility for attracting investors, visitors and talent to the city.”

Marketing Edinburgh will work with national tourism body VisitScotland, which restructured earlier this year.

The Scottish city hosts the annual Edinburgh Festival and Edinburgh International Film Festival.

Tourism body Visit London is still not absolutely confident whether it is to be spared the axe from the government’s public sector spending cutbacks. Visit London’s main channel for funding, the London Development Authority, is to close and discussions are still ongoing over how the tourism body will receive support.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here