Case Study
Edinburgh Convention Bureau
Edinburgh Convention Bureau is the lead agency for all aspects of
business tourism in Scotland’s capital. We offer free, tailored
advice on venues, accommodation and all conference services to help
organisers devise the perfect conference.
We're the UK's most popular destination for
association conferences after London and Edinburgh’s strong brand
and identity is key to us maintaining that position.
How is Edinburgh Convention Bureau
adopting the Edinburgh Inspiring Capital Brand?
We are enthusiastic supporters of the
Edinburgh Inspiring Capital Brand. When we devised our own
corporate identity we incorporated slate and aqua from the
Brand
colour palette and even adapted its strap line – Edinburgh
Convention Bureau, Inspiring Conferences. This gives the two brands
synergies and means we can coordinate Brand materials with our
own.
We have used the Brand
logo and images as well as the Brand colour palette
in our print and online marketing materials; including the
comprehensive venues guide Blueprint and our electronic
newsletters Conference Matters and Corporate
Matters. We always ensure that designers have a link to the
Brand guidelines on the Edinburgh Inspiring Capital website. They
are concise and helpful and ensure that the Brand is adopted in a
consistent manner.
We promote Edinburgh Inspiring Capital to our
membership – 140 conference venues, hotels, visitor attractions,
restaurants and conference services - through Conference
Matters. We send the Edinburgh Inspiring Capital DVD to
conference organisers as it provides an invaluable introduction to
all that the city region has to offer.
We use bags, pens and post cards for delegate,
membership and other promotional events. We dressed our own launch
event in October 2005 with Edinburgh Inspiring Capital pop-up
stands. The delegate bags and images not only complement our own
brand but have led to cost savings.
How will you develop your relationship
with Edinburgh Inspiring Capital in the future?
We recognise that the Edinburgh Inspiring
Capital Brand has the power to bring together all sectors engaged
in promoting the city region, and we will continue to incorporate
it into our own destination marketing strategy.
We will make further creative use of the logo,
Brand materials and image library. The images are striking and
include many crisp, contemporary images of the city region doing
business.
