A brand new image for city
12th March 2004
Work has begun on developing a new brand, which will reflect
Edinburgh's standing as a successful, dynamic, world class city
region.
The project will develop a family of brands, providing a
consistent marketing image for the city region. It will be aimed at
boosting employment, investment and increasing tourism revenue.
Building on the region's reputation for education, heritage,
culture and business, the new brand will ensure Edinburgh is well
placed to compete with other successful cities such as Hong Kong,
Barcelona and Copenhagen.
Council Leader and joint chair of the Brand Strategy Group,
Donald Anderson, said: “Edinburgh has an enviable reputation as a
vibrant, world class city, but we cannot rest on our laurels.
Successful cities like Hong Kong and Barcelona have capitalised on
marketing initiatives in recent years, and we must ensure we do the
same. That is why we will be working with city stakeholders,
including businesses, tourism agencies, residents and cultural
bodies, to ensure the brand works on behalf of all sectors and
communities with an interest in a thriving, successful Edinburgh
city region.”
Geoff Ball, joint chair of the Brand Strategy Group and Chair of
Cala Homes, said: “I am delighted to be involved in developing
Edinburgh's brand. This project is extremely important to the
future success and prosperity of the city region. Edinburgh has
many strengths and the challenge will be focusing on the elements
that differentiate us from the competition.”
The Brand will promote the Edinburgh region as:
- An ideal location for companies to grow and prosper
- A place which attracts a talented and skilled workforce to meet
the needs of its key sectors, including financial services,
biotechnology, higher education, and research
- An area with a high quality of life for its residents
- A vibrant, high quality tourist destination
- A confident and contemporary city with a remarkable history and
architectural heritage
As part of its £24.7 million allocation from the Scottish
Executive's Cities Growth Fund, Edinburgh was awarded £950,000 over
three years to develop and implement a city brand. £150,000
of this has been allocated for city dressing.
The contract to develop the Brand has been advertised in the
official Journal of the European Union and has attracted interest
from more than 70 companies. Shortlisting is expected to take place
shortly, with the successful companies invited to submit a full
proposal during April. A Brand Manager has been appointed to
co-ordinate the day to day running of the project.
A Brand Strategy Group will have overall responsibility for the
project's strategic direction. Made up of representatives from the
private and public sector, the group will be jointly chaired by
Geoff Ball, Chair of Cala Homes and Council Leader, Donald
Anderson.
A Working Group will be responsible for delivering the project
on time and on budget. Its membership includes representatives from
the public sector, including the City of Edinburgh Council,
Edinburgh and Lothians Tourist Board and Scottish Enterprise East
and marketing professionals from Edinburgh's key sectors.
