Digital campaign has the WOW factor
The first-ever collaborative marketing campaign between Edinburgh’s arts venues will showcase the city as a must-see cultural destination all year round.
EdinburghWows, a campaign based on highlighting the emotional connections stirred by outstanding cultural experiences, has received £25,000 from our Growth Fund award, which supports national, regional and sectoral tourism groups across Scotland to deliver partnership marketing campaigns.
Led by the Edinburgh Cultural Venues Group (ECVG) and delivered by Marketing Edinburgh and Edinburgh Tourism Action Group (ETAG) in association with Expedia, the campaign will promote the capital’s low-season cultural offering using a short video promoted across digital channels. The video will communicate the emotional “wow” experienced from visiting Edinburgh’s vast and distinctive offering of world class culture.
The video showcases cultural experiences that can be enjoyed in Edinburgh, paired with the physical and emotional human reactions that these experiences elicit. The film aims to convey a sense of love, wonder and joy; coupling jaw-dropping, tears of laughter and eyes opening wide in amazement, with a dramatic performance, piece of art or a live orchestra.
Short edits of the video will be distributed through YouTube and Facebook and promoted organically by all the partners. A bespoke campaign microsite at edinburghwows.com will feature the video and will include links to all partner venues, allowing visitors to book accommodation through Expedia, as well as transport.