#MakeItEdinburgh - What's It All About?

Published: 04 April 2018

In October last year Convention Edinburgh launched the city’s first digital campaign dedicated to the Business Events sector. Make It Edinburgh was born out of a collaboration with several key stakeholders - Edinburgh Hotel Association, Edinburgh International Conference Centre, Edinburgh Tourism Action Group (ETAG), Royal College of Surgeons Edinburgh, Edinburgh Airport and Marketing Edinburgh, who all contributed funds to get the campaign off the ground. This was then match funded through the VisitScotland Growth Fund.

The campaign aims to generate new business event enquiries for the city in the next 12 months, keep Edinburgh front of mind among UK event planners and generate greater awareness of the city’s key sectors.  At the heart of the campaign is a comprehensive social media and digital communication strategy - this has been fed by a range of digital assets which were created for the campaign.  The great news is, these assets are for all to use and everyone can get involved with the social media campaign.

Can you really use the digital assets yourself?!

Absolutely!  Make It Edinburgh is for everyone in the city to use.  There’s a new film promoting Edinburgh for business events, short film stings profiling our key sectors, images, branding, email footers and even HTML email templates.  

What is the digital campaign?

We have a schedule of digital advertising booked with the key trade media (C&IT and MeetPie) - this includes banner adverts, homepage take-overs and html email blasts to their readers.  You might also see a banner ad on the IMEX Frankfurt website targeting MICE buyers attending this global trade show in May.  We have also invested in paid search on Google.  All activity aims to drive traffic to makeitedinburgh.com and ultimately to make an enquiry!

Social Media Campaign

Focusing primarily on Twitter and LinkedIn, we have a scheduled campaign of boosted messages sharing film and images promoting Edinburgh for business events and profiling the key sectors of the city - Finance, Renewables, Life Sciences, Creative, Food & Drink and Tech.

How can you get involved?

•   Use the assets in the toolkit

•   Get active on social media (Twitter and LinkedIn) - post your own messages about your venue / hotel / service in Edinburgh

•   Use #MakeItEdinburgh

•   Engage, Engage, Engage!  Follow Convention Edinburgh on Twitter (@conventions) and like, retweet & comment on our posts.  This amplifies our message and increases the overall reach



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