Edinburgh set to Sparkle with Touch Agency's Winter campaign
The Edinburgh Sparkles campaign, created by The Touch Agency is set to roll out across the UK to promote events, shopping and free parking in the city leading up to the festive season.
The campaign is the result of organisations within the city teaming up to invtest over £800,000 to promote the city at wintertime to the rest of the UK.
A billboard in Queen Street Station will feature the creative throughout November and December, made possible through investment by Edinburgh’s Trams.
The advert will appear in London’s airports (Stansted, Luton and Gatwick), online and on gigantic night-time projections of Edinburgh Castle in Manchester, Newcastle and Luton which will begin later this week.
The city’s marketing body Destination Edinburgh Marketing Alliance has come together with Edinburgh’s Trams, retailers Open for Business and Essential Edinburgh, event organisers Edinburgh’s Christmas and the City of Edinburgh Council, to spread the message through the integrated campaign.
Media buying was handled internally by the client with the Touch Agency also building the accompanying website.
Events will run through 26-29 November featuring amongst other things a life sized animatronic polar bear, sparkling musical fountains and a living music box. Another highlight will be the Homecoming 2009 Art Car Parade, as part of the Homecoming Scotland Finale weekend. The cavalcade will feature customised vehicles being pushed, pedalled and driven from the Royal Mile to St Andrew Square Gardens.
Traditional features such as The Winter Wonderland ice rink, the Edinburgh Wheel and the Traditional German Christmas market will all return along alongside the fun of the fair in East Princes Street Gardens.
Free parking will also be made available in the City Centre, West End, Old Town, Tollcross and the Grassmarket from 5.30pm on weekdays and 1pm on Saturdays from 26 November while Buses will return to Princes Street from 29 November having been able to run along the road due to maintenance for the new Tram System for some months. There will also be the option to Park and Ride.