Edinburgh's extraordinary winter captured in new campaign

News release issued by Marketing Edinburgh this week to launch its winter campaign.

Edinburgh launched its winter campaign last night (Tuesday 23rd October), giving a sneak preview of a 'magical', animated TV advert that will hit screens across Central Scotland from 4th November.

Hand-drawn by a team of illustrators previously involved in Sylvian Chomet's film, 'The Illusionist' and featuring street-poetry from local band, Stanley Odd, the campaign will urge people to 'spend winter in Edinburgh'. It was unveiled to more than 300 people as part of an event setting out Marketing Edinburgh's plans for the immediate future.

From the transformation of a snow-peaked Scott Monument into a sky rocket, to the celebration of seasonal favourites such as ice-skating in Princes Street Gardens and Hogmanay fireworks, the 30 second ad animates Edinburgh in an extraordinary way.

Radio, digital, PR and print advertising is also planned with the aim of attracting short-break and day visitors through November to January. 

The campaign was developed following consultation with partners throughout the city.

Lucy Bird, Chief Executive of Marketing Edinburgh said: "This campaign is a fun and imaginative way of promoting Edinburgh over Christmas and Hogmanay. We wanted to get people talking and encourage them to think differently about the city. Edinburgh 's appeal isn't just in its magnificent beauty and heritage; from our top-quality restaurants and nightlife, to original shopping and jam-packed programme of events, we've a whole range of incredibly exciting things taking place over winter. There's nowhere else in the world quite like Edinburgh ."

Council Leader, Andrew Burns said: " Edinburgh is a multi-award winning destination which is rightly famous not just for its festivals and other events but also for its historic buildings, green spaces and the friendly welcome offered to visitors. This is true all year round, and the city has much to offer over the winter. We have ambitious targets around supporting and promoting the economy in the city through job creation and retention, which is at the core of our Economic Strategy launched just last month. Next year we will see how the campaign has met our economic targets before planning the next steps in ensuring the ongoing success of the City we all love."

Adam Wilkinson, Director of Edinburgh World Heritage said: "We are delighted to support this campaign, which draws on all the city's strengths with style and humour. Its look and feel reflects Edinburgh as a city with a very real sense of place, offering unique experiences in the resplendent setting of the World Heritage Site."

Marketing Edinburgh - the city's official promotional body - has had a busy twelve months since it began trading last year. Responsible for the promotion of the live, visit, invest, work and study elements of Edinburgh, as well as encouraging the public and private sectors to work in partnership, it brought more than 200 conferences into the city last year representing an economic impact of more than £75 million. The successful late-night shopping campaign, Alive After Five, was instigated by Marketing Edinburgh as a trial in August, plus the organisation has supported the filming of television productions such as Case Histories, and feature films including Cloud Atlas and the Railway Man, bringing  income of over £3.5 million to the city .

Edinburgh 's new campaign has been created by the Leith Agency. The television advertising can be seen from tomorrow (24th October) at www.winterinedinburgh.com and on STV from 4th November.

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