MULTIPLYING THE REACH OF SCOTLAND’S CAPITAL Campaign: 2050 Edinburgh City Vision LIVE in Edinburgh 27M+ people reached 19M+ PR Opportunities To See (OTS) Key Market: Edinburgh Website: www.edinburgh2050.com 547K+ campaign engagements Malaysia STUDY in Edinburgh Campaign: 20 reasons to study in Edinburgh: First-Class learning in a world-class destination 29M+ people reached worldwide 6.3M+ campaign engagements. 29M+ PR Opportunities-To-See (OTS) Key Markets: 1ST CLASS Thailand Saudi Arabia Website: edinburgh.org/firstclass WORK in Edinburgh Campaign: 144K+ people reached 53K+ campaign engagements 128M+ PR Opportunities-To-See (OTS) Target Market: UK #ChooseEdinburgh Website: edinburgh.org/T2 VISIT Edinburgh Campaigns we’ve delivered #UncoverEdinburgh Edinburgh’s 101 Objects (edinburgh.org/101) Make it Edinburgh (makeitedinburgh.com) City of Superheroes (edinburgh.org/cityofsuperheroes) Edinburgh’s Georgian Shadows (edinburgh.org/shadows) Lumen Great City Swap 30M+ people reached globally 1.6M+ campaign engagements. 128M+ PR Opportunities- To-See (OTS) Markets: Europe: Dublin, Paris, Berlin, Barcelona, and Amsterdam. United Kingdom: Glasgow, Inverness, Dundee, Aberdeen, East Lothian and the Borders, Berwick upon Tweed, Carlisle, Newcastle, York, Cumbria and Manchester. 30 INVEST in Edinburgh Distributed in: Manchester, Gatwick, Birmingham, Glasgow, Edinburgh, Zurich & Geneva. Sponsored over 30 editions of Invest Edinburgh magazine. 91.2K+ copies since 2014 x A summary of results of Marketing Edinburgh’s activities to promote the city, encouraging people to… PRESS TRIPS We organised and delivered 26 press trips in 2017/18, achieving a reach of 31M+ Key highlights include: P&O Ferries The Irish Sun National Geographic ( Australia and New Zealand) The Times British Airways’ BA High Life Metro Lifestyle Conde Nast Traveller (Spain) Spotlight (Germany) National Geographic (China) ONLINE We’re always busy promoting Edinburgh online too. ‘In 2018, our website (edinburgh.org) served 1.8M+ annual visitors with a monthly average of 140K+ unique visitors. ’ edinburgh.org Top Pages: • Things to do • What’s on • Shopping • Top attractions • 2-day itinerary • Food and drink • Afternoon tea • Hidden gems 191K+ Facebook fans (a 6% rise year-on-year. 125K+ Twitter followers (a 17% rise year-on-year.) 125K+ Instagram followers 1K+ newsletter recipients (local Edinburgh businesses.) And monthly to: 12K+ consumer newsletter subscribers we answer 4K+ annual enquiries from all around the world Through our media activity, we have reached a global audience of 889M+ people. Top Markets: • UK • USA • Germany • Canada • Ireland • Australia • France • Spain We talk daily to our: Finally... AIR ROUTE DEVELOPMENT We helped Edinburgh secure Scotland’s first direct air link from China Edinburgh – China Air Link project (E-CAL) was part- funded and managed in full by Marketing Edinburgh. We work in partnership with Edinburgh Airport to secure new air routes and develop existing routes into Edinburgh. INBOUND Edinburgh 4.3M+ visits £1.5B+ in visitor spend (£98 average daily spend) Top international inbound markets to Edinburgh: AMERICA 466K+ visitors spending £294M+ GERMANY 242K+ visitors spending a total £111M+ FRANCE ITALY CHINA SPAIN Equating to: 16M+ nights spent in the city ( 3.7 day average stay) 111K+ visitors spending a total £50M+ 102K+ visitors spending a total £52M+ 93K+ visitors spending a total £47M+ 52K+ visitors spending a total £24M+ (Source: International Passenger Survey 2018) An infographic by This is Edinburgh IN SUMMARY 80M+ people reached globally through campaign activity 538M+ PR Opportunities- To-See EVENTS ― Edinburgh’s Festivals ― Burns and Beyond ― Edinburgh’s Christmas ― Hogmanay ― Christmas at Botanics ― Giant Lanterns of China ― Riding of the Marches ― Samhuinn Beltane Festival ― Edinburgh Festival Carnival ― Six Nations Countries we’ve been promoting Edinburgh in Promoting Edinburgh’s calendar of events, featuring over 200 annual events across culture, seasonal favourites, sports, festivals, theatre, and Science. 76K+ Chinese fans on Weibo and WeChat. 31M+ reached via Edinburgh press trips