History of the Brand
In late 2002 the Edinburgh Partnership Group,
a partnership of key institutions involved in
community planning, commissioned some preliminary
research into the development of a brand for the Edinburgh City
Region. This research looked at the case for a brand and the
steps required to develop it.
The research formed the basis of an
application for funding to the Scottish Executive’s Cities Review
in 2003. The project was awarded £800,000 by the Cities Growth Fund
for the period 2003-2005 to develop, launch and implement a brand
for the Edinburgh City Region.
Interbrand, an international brand
consultancy, was appointed in June 2004, following a European
tendering process, to work with the team and devise a brand which
would capture the unique qualities of the Edinburgh City Region.
Nine months of intensive research and development work
followed.
The Edinburgh Inspiring Capital Brand was
launched in May 2005. The project was awarded an additional
£1,000,000 in the second round of the Cities Growth Fund for the
period 2006-2008 to continue the implementation and marketing of
the Brand.
In April 2008 the Brand became fully funded by the City of
Edinburgh Council.
Objectives of the Brand Project
The project to develop a brand for the
Edinburgh City Region had a number of objectives:
- to develop a brand which would represent a
cohesive marketing image for the city region
- to ensure a more joined up and effective
approach to city promotion
- to create a brand which would allow
economies of scale as public, private and voluntary sectors could
unite behind a common approach
- to develop and enhance Edinburgh’s reputation
as a successful and dynamic world class city region
- to highlight the attractions of the city
region as a place to live, invest, visit and study
- to contribute to improving the economic and
social prosperity of all sectors of the Edinburgh City Region.
