Fringe marketing chief to head up new campaign to promote Edinburgh

By BRIAN FERGUSON
Published on 29/06/2012 00:01

THE head of marketing for the Fringe has been appointed to help mastermind a new campaign to sell Scotland’s capital around the world.

Alan Gibson has led promotional efforts for the world’s biggest arts festival for the last three years.

Now he has been appointed the first director of marketing and communications for a new company responsible for attracting everything from new visitors and students to events, conference business and film companies to Edinburgh.

Marketing Edinburgh has also confirmed that it has started to generate its own funding, following concerns about its track record since being created last year. Its board has also signed off a long-awaited business plan, which has targeted the organisation having a budget of £3m by 2015.

Edinburgh Airport and Edinburgh University have both agreed to plough into £25,000 into the new body, which the city council has invested £1.2 million in. They are the first platinum members of a three-tiered system said to have attracted two thirds of its £360,000 fundraising target for the year.

Other backers include the Apex, George, Sheraton, and Waldorf Astoria Caleonian hotels and at Heriot-Watt University.

A major new campaign, logo and image for the city will be launched by Marketing Edinburgh in September of this year. It will be rolled out as part of a £300,000 campaign to attract new visitors Edinburgh over the festive season.

Mr Gibson said: “Joining Marketing Edinburgh presents an excellent opportunity for me to work in partnership with businesses across this great city to enhance and promote the reputation of Edinburgh on a world stage.

“Throughout my career I have been successful in developing strong commercial partnerships and creating innovative marketing solutions to deliver financial return. Leading on marketing, innovation and commercial relations for the Edinburgh Festival Fringe over the last four years has given me a good insight into the potential of the city to attract tourism.

“I look forward to the challenge of bringing people and ideas together to work across all key sectors to generate economic benefit and promote this world class city.”

The council decided to invest in an independent company after failing to get its own arm’s-length firm, the Destination Edinburgh Marketing Alliance, off the ground. Two existing companies - Edinburgh Convention Bureau, which specialised in business tourism, and Edinburgh Film Focus - were merged under the umbrella of Marketing Edinburgh last year.

Sue Stuart, former head of the convention bureau, has been appointed director of operations of Marketing Edinburgh.