Corporate sponsorship of trams is where the “big money lies”, Marketing Edinburgh says


By Ishbel Macleod, PR and social media consultant

March 8, 2014 | 1 min read

The opportunity of sponsorship for the trams and tram stops in Edinburgh will generate up to £1.5m in advertising a year, John Donnelly, chief executive of Marketing Edinburgh, has said.

Edinburgh Evening News has suggested that as well as wrap around advertising and billboards, naming rights for individual tram cars and stations may be auctioned.

Donnelly has insisted that the problems faced by the trams so far “won’t deter sponsors or advertisers”, adding “When the system is up and running anything about previous problems will be forgotten in the eyes of an advertiser because they are thinking about the now, not the past. What they want is get their message out to their consumers and the tram represents a fantastic medium to do that.”

While advertising may be slow to begin with, he predicts that when the trams are proven to work, it will become an “obvious go-to place” for sponsorship.

Marketing Edinburgh bosses have, however, insisted that promotions will be sensitive to the World Heritage status held by Edinburgh.


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