THE campaign to promote Edinburgh during the disruption caused by the tram-building work has been given a major funding boost.
Business leaders criticised the original marketing budget of £60,000 a year, saying it would not be enough to get the message across to the public.
They say it is crucial that people know the city’s shops and businesses are still open, despite Edi
nburgh’s streets being dug up twice in three years.
Now, trams company TIE, along with the city council, has agreed to increase the budget to £300,000 – or £100,000 a year until the expected completion date in 2010.
Under the “Open for Business” banner, the campaign will now begin in earnest for the crucial Christmas shopping period.
It will be mainly aimed at visitors from the rest of Scotland and the UK, and tram chiefs plan to investigate how Nottingham and Dublin promoted their cities while similar work was ongoing.
The increase in funding was welcomed today by Edinburgh’s business community.
Graham Birse, deputy chief executive of the Edinburgh Chamber of Commerce and chairman of the Open For Business working group, said: “Clearly TIE and the council have responded to the overtures of retailers and the business community and realised that we need resources.
“They have listened to what we are saying and come up with the money despite a tight fiscal situation.
“We needed to make sure that businesses, especially small businesses, were not threatened by the construction. We wish to avoid at all costs the view that because we are building trams in Edinburgh it’s not an interesting and accessible place to visit.”
The council is contributing £20,000 of the £100,000 per year, with the rest coming from TIE.
The campaign and budget will be managed by a steering group made up of transport operators and business groups, and will be chaired by the Edinburgh Chamber of Commerce.
Among the other promotion options being considered are advertising at Edinburgh Airport, advertising on billboards and bus shelters, Lothian Buses’ ticket promotions and low-cost leaflets.
Nigel Duncan, vice-chairman of the Federation of Small Businesses in Edinburgh, said: “This is positive news and will be warmly welcomed by the business community.
“You will never have enough money to get the message that Edinburgh is still open to everyone, but it is a great start. I am glad the project board spending this money has a wide membership as we need to get the message out locally, nationally and internationally as soon as possible.”
The first roadworks for the trams began on Leith Walk in August, but the city has still to see the worst of the disruption.
The streets will first be dug up to move water mains and gas pipes from the path of the trams, and then again to build the tram lines, stops and overhead wires.
Willie Gallagher, chairman of TIE, said: “Edinburgh’s economy will be significantly boosted when trams start running; in the meantime, while they are being built, we want to offer local businesses as much support as possible.
“Having spoken to hundreds of business people about their needs, TIE decided to set up a fund that will help them communicate a loud and clear message that Edinburgh remains open for business.
“This is the first time that a proactive business marketing campaign has run in parallel to any tram construction project in the UK.”
Business leaders can learn more about the impact of tram construction at an Edinburgh Chamber of Commerce summit on Thursday. Around 150 businesses are expected to attend the open session at The Hub on Castlehill.
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