15 October 2012 - 9:12am | posted by | 0 comments

Edinburgh marketing campaign set to go ahead despite possible rethink over 'Incrediburgh' slogan

Edinburgh marketing campaign set to go ahead despite possible rethink over 'Incrediburgh' sloganEdinburgh marketing campaign set to go ahead despite possible rethink

A £300,000 marketing campaign to promote Edinburgh, which has been condemned for its key slogan by a senior councillor, will go ahead despite negative reaction.

The Drum understands that the campaign, devised by The Leith Agency, will still roll out, despite not having a finalised campaign slogan after deputy council leader Steve Cardownie led protests against proposed catchphrases such as ‘Incrediburgh’.

The story was covered by Scotland on Sunday, claiming other proposed catchphrases included “Welfedinburgh” and “Painthetownedinburgh”.

Now Marketing Edinburgh is set to go back to the drawing board for a new slogan, although the campaign is still scheduled to go ahead before Christmas.

Lucy Bird, chief executive of Marketing Edinburgh said: “Over the past few months, we’ve collaborated with many of our city partners to develop a dynamic and lively new campaign for Edinburgh. As you would expect, there’s a huge amount of planning and discussion around a project like this and we’re welcoming feedback along the way. Various iterations of the campaign have been considered and our business partners throughout the city are really excited about our current plans, which will see testing of the creative take place during winter. It’s a brave, new look for Edinburgh that’s modern, magical and celebrates everything that’s extraordinary about the city. We look forward to launching our winter marketing in a few weeks’ time.”

The Leith Agency won the campaign work following a pitch that took place earlier this year, winning a unanimous vote that included represented by Edinburgh Council, VisitScotland, John Lewis, Edinburgh Airport and The National Museums.

The television campaign, as well as other creative elements is still expected to roll out in the coming months, ahead of a larger campaign next year.

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