Edinburgh plans joint festivals campaign

Festivals Edinburgh is planning its first joint campaign to promote next year’s range of events. The marketing body has appointed the Leith Agency to create the brand identity.

The body, which was formed two years ago, promotes the variety of festivals, which include the famous Edinburgh Fringe Festival, that take place across the city throughout the summer.

The new brand identity and the plans for a joint campaign come just weeks after the appointment of Martin Reynolds as its first head of marketing. He joined the body in October from Sydney Opera House.

Reynolds appointed the Leith Agency to develop the branding for the body following a pitch against undisclosed agencies. Festivals Edinburgh is still seeking an advertising agency to handle the joint campaign and a decision is due in the first quarter of next year.

Reynolds says it is hoped a joint campaign will help the events “weather the economic downturn” and avoid duplicating marketing efforts by the individual festivals.

Festivals Edinburgh represents the city’s major festival attractions such as Edinburgh Fringe Festival, Edinburgh Jazz Festival, Edinburgh Military Tattoo and Edinburgh’s Hogmanay. These events contribute about £135m to the city’s economy.