Lothian really cooking for the tourism oscars

Published on Wednesday 27 August 2008 10:33

AN Andy Warhol exhibition and the Capital's Winter Festivals are among a record number of entries from Edinburgh and the Lothians to make the shortlist for Scotland's "tourism oscars".

Eighteen nominees from the Lothians area have made it on to the shortlist for VisitScotland's Thistle Awards 2008 – a record number and significantly ahead of the ten that made the list last year.

The National Galleries of Scotland has been shortlisted in the marketing initiative category for its campaign surrounding the Andy Warhol exhibition, which featured giant Campbell's soup cans being erected on the front pillars of the Galleries.

And PR agency Porter Novelli's promotions of Edinburgh's Winter Festivals and the new chimpanzee enclosure at Edinburgh Zoo won it two places on the shortlist of three for the PR excellence category.

Sinead Guerin, regional director for VisitScotland, said: "I have been very impressed by the top quality entries from Edinburgh and Lothians this year and congratulate all the finalists from this region on making it on to the shortlist and wish them the best of luck in the final stages.

"The Scottish Thistle Awards give us a fantastic opportunity to celebrate the highest quality tourism businesses in Edinburgh and Lothians."

More than 95,000 people visited the Andy Warhol exhibition at the National Galleries, which ran from August 4 until October 7 in 2007. On a week-for-week basis, it was the most popular exhibition ever to take place at the National Galleries of Scotland.

Ross Wilson, head of marketing at the National Galleries, believes much of that was down to the giant soup cans that attracted a new type of audience in.

He said: "The cans were a massive part of our campaign and were designed to maintain awareness. Our research had found that many people found that the Galleries were not for them and we wanted to use this to change that view. It was also an attempt to take a bit of Warhol outside: if you don't come in to see it we'll take it to you."

The exhibition saw the highest percentage of under-25s attend the Galleries, as well as more visitors from lower social sectors.

The campaign to attract more people to Edinburgh's Winter Festivals, run by Porter Novelli, also made the shortlist. It helped contribute to a six per cent rise in non-Scottish visitor numbers.

Anne McMunn, director of Hanover Street-based Porter Novelli, said: "What was really compelling was the photography used – it is the magnificent backdrop of the Castle, fairground and the big wheel that is Edinburgh's iconic imagery and encourages people to come here."

The 2008 winners will be announced at the Edinburgh International Conference Centre on Friday, October 24.

THE REGION'S 17 NOMINEES

2008 categories, along with the Edinburgh and Lothians finalists

Business Tourism:

&#149 Edinburgh Convention Bureau

&#149 Unique Venues of Edinburgh

Collaboration:

&#149 Connoisseurs Scotland

&#149 Tartan Turf Tour – Scottish Racing

&#149 Timberbush Tours

Customer Care (Accommodation):

&#149 Crosswoodhill Farm Cottages

&#149 Pilrig House Apartments

Customer Care (Activities & Attractions):

&#149 Radical Travel

Marketing Initiative:

&#149 National Galleries of Scotland – Andy Warhol Campaign

Operator Programme of the Year:

&#149 Hotelbeds, Scotland Fly Programme

People Development (large businesses):

&#149 Rabbie's Trail Burners

&#149 Radical Travel

PR Excellence:

&#149 CM Porter Novelli – Launching Budongo at Edinburgh Zoo

&#149 CM Porter Novelli – Edinburgh's Winter Festivals

&#149 Mary King's Ghost Fest 2008

Sustainable Tourism:

&#149 EAE

&#149 Maximillion Events Ltd

&#149 Radisson SAS Hotel, Edinburgh