With 4,980,000 overnight visits in 2023, Edinburgh has plenty of tourists. But Forever Edinburgh are looking for depth over breadth. And travellers are increasingly looking for unique, meaningful experiences over traditional itineraries.
Our mission: turn weekend visitors into week-long travellers by repositioning Edinburgh as a fully-fledged holiday spot, perfect for a 4-7 day stay at any time of year.
How? By highlighting Edinburgh’s unexpected sides, including all of its seasons and weathers. To show holidaymakers that a stay here has so much more to offer than just the brilliant Royal Mile or the castle. When you stay for longer, and outside of peak seasons, you can truly immerse yourself in Edinburgh, and beyond.
Whether you’re speeding down the Pentland hills on Scotland’s first Alpine Coaster, or chilling in a beachfront sauna before really chilling in the cold plunge. As a city, Edinburgh refuses to be defined by just one travel trend. Whether it’s slow travel, wellness, or adventure, you can do it all here.
Our punchy and proud ‘Stay Different’ style shows off the city’s adaptability to its fullest. Utilising unusual angles, unique perspectives and unexpected language to showcase the rich experiences and vibrant feel Edinburgh has to offer.
The campaign is rolling out across social, search, video on demand, and YouTube from 28th May. To get people staying in Edinburgh for longer. Discovering new sides to a city they thought they already knew. And maybe even finding out something new about themselves, too.
Thank you for helping us showcase Edinburgh in such a fresh and distinctive light. It’s exactly the kind of bold, imaginative work our strategy has been asking for, and we’re excited to see how longer and off-season stay-ers respond to the campaign. It feels like the start of a new adventure.
Fiona Hunter - Destination Marketing and Contracts Manager, Forever Edinburgh
