Trendy Edinburgh residents to pull tourists in new marketing campaign

SOME of Edinburgh's most trendy residents have been drafted in to help sell the Capital to tourists around the world.

The "real life" city dwellers, ranging from a breakdancer to an Andy Warhol-inspired model, have been selected as the faces for a major new advertising campaign.

Instead of more traditional campaigns, which have tended to focus on the city's history, This Is My Edinburgh focuses on the contemporary side of the Capital, with its creators saying the aim is to attract a younger, more modern audience.

As well as listing some of their cultural highlights, the six residents are providing "insider knowledge" of the Capital's hidden hotspots in online video interviews.

The 90,000 campaign, developed by Destination Edinburgh Marketing Alliance (Dema), will be targeted at "quality" London-based media such as Cosmopolitan magazine.

As well as more traditional adverts, a website has been set up, offering insider tips on the coolest places to go and behind-the-scenes access to its countless cultural happenings.

Kenneth Wardrop, Chief Executive of Destination Edinburgh Marketing Alliance said: "Through 'This is My Edinburgh' we want to emphasise Edinburgh's credentials as one of the world's most happening and cosmopolitan hotspots.

"Using residents to front the campaign brings a different side to the city to life, challenging traditional expectations and giving a voice to the fact it's packed with interesting, creative people and things to do.

"There's so much to discover here besides our beautiful Castle and architecture.

"For a younger, culturally-savvy audience, Edinburgh is the perfect place to go off the beaten track and find hidden gems, be it music venues in alleyways, or rooftop galleries."

There will also be an interactive trail around the Capital created by foursquare, a location-based social networking company which allows users to get info on their phones about nearby attractions. The trail is believed to be a first for a UK city.

The site will also feature video interviews, a photography competition and a comprehensive what's on guide.

It is hoped the drive - which has been funded by Dema, Edinburgh airport, Essential Edinburgh, and tram-firm TIE – will boost the number of people choosing to take a short city break between July and September. It will also be promoted in the Central Belt region to increase day trips to the city.

The campaign will also feature outdoor advertising in London's Gatwick and Stansted airports, King's Cross station, Newcastle's Metro Centre, and on ScotRail services throughout Scotland, as well as locally at Waverley Station and Edinburgh Airport.