Destination Promotion Stategy
The Destination Promotion Strategy was carried out by Leithal
Thinking to provide a way forward for DEMA. A summary
of this strategy is provided below.
Summary
DEMA will become the central focus for shaping perceptions of
Edinburgh across the target areas of visit, invest, live, work and
study. It will draw together the consortium of interests in
the promotion of the destination and act as the facilitator or hub
in leading the messaging about the destination. This document
outlines an ambitious marketing strategy designed to enable DEMA to
harness a compelling city proposition, and to develop and deliver
promotional activity which will lead to a step change in the city’s
reputation and perception management.
Edinburgh is facing growing competition for visitors, inward
investment, students and immigration. Despite its undoubted
strengths and famed quality of life, Edinburgh has some weaknesses
compared to its city competitors which need to be addressed.
Specifically, Edinburgh falls behind on ‘pulse’ and ‘presence’, as
well as lacking recognition for its contemporary assets.
Edinburgh, utilising the Edinburgh Inspiring Capital brand, needs
to turn up the volume on its modern, vibrant attributes, balancing
these with the key drivers of its historic beauty and unique
heritage. It needs to convey compelling stories and examples
which build a more surprising and well-rounded impression of what
the city has to offer.
At the heart of the strategy is a compelling city proposition
and clear audience targeting. The positioning for Edinburgh
is rooted in three fundamental brand truths:
- Historical and architectural beauty
- Compact in size but rich and diverse in experience
- A closeness to nature
These truths are encapsulated in the recommended city
proposition:
Edinburgh is a world-class capital city, compact but rich in
experiences. It combines a contemporary vibrancy with a rich
cultural heritage and architectural beauty. And, its
closeness to nature gives it a truly elemental feel.
This is in line with the existing Edinburgh Inspiring Capital
brand architecture. DEMA is the guardian and champion
for the new proposition as well as the custodian of the Edinburgh
Inspiring Capital brand.
This proposition has been developed to meet the needs and
requirements of the audience for visit, invest, live, work, and
study.
Each specific proposition needs to be substantiated with
motivating tactical messages supported by credible reasons to
believe (RTB’s). These, in turn, should be brought to life by
memorable and engaging stories and testimonials. DEMA now
needs to ‘road test’ these propositions and messages by conducting
qualitative research amongst the target audience.
