Roadshow to sell 'city open' message during trams work

Published on Monday 28 January 2008 09:38

A NATIONWIDE roadshow has been launched as part of a scheme to help promote Edinburgh during the disruption caused by building work for the city's new tram line.

The Open for Business programme has an annual budget of 100,000 to let people know the city's shops and businesses are still operating as normal despite the years of roadworks ahead.

One of the first initiatives being launched is to take a community roadshow around Scotland to target regular visitors to the city.

The roadshow includes a video showing Edinburgh's shopping and tourist attractions as well as more practical information on how the trams works are affecting the city.

The tour takes place over the next two months and will take in shopping centres in Dundee, Glasgow, Glenrothes, Livingston, Kirkcaldy and also the city's Gyle shopping centre.

Other promotion options being considered are adverts on the approaches to areas worst hit by the roadworks to remind shoppers that businesses there are still open.

Shandwick Place, which is due to close to traffic for five months from February, is one of the areas being considered for this type of initiative.

Graham Birse, deputy chief executive of the Edinburgh Chamber of Commerce and chairman of the Open For Business working group, said: "This is one of our first steps in getting the message over that the city and its shops, bars, hotels and restaurants are very much open for business.

"The roadshows are essentially a public information exercise and details will be broadcast something like 500 times during each session, so it will be letting people know what Edinburgh has to offer."

The campaign and budget is being managed by a steering group made up of transport operators and business groups, and is to be chaired by the Edinburgh Chamber of Commerce.

The group is planning a visit to Nottingham next month to see if any lessons can be learned from how that city coped with the disruption while its tram network was installed.

Among the other promotion options being considered are advertising at Edinburgh Airport and on billboards and bus shelters, Lothian Buses' ticket promotions and low-cost leaflets.

Nigel Duncan, the vice-chairman of Edinburgh's Federation of Small Businesses, said: "It is vital that we get the message out to people that Edinburgh is still as vibrant and interesting during tram construction as it has always been."

The first roadworks for the trams began on Leith Walk in August last year, but next month will see the city enter the first phase of 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.

City leader Jenny Dawe said: "It's always good to remind people of the superb destination on their doorstep and how easy it is to get here.

"The city is most definitely open as normal with all buses and trains running, any diversions well signposted and plenty of parking available."

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