60 Watt Communications has been appointed by the West End Association to promote the area to help it fight back in the face of disruption to retail trading as a consequence of Shandwick Place’s closure whilst tramworks are in progress.

The Association, under the chairmanship of Michael Apter, managing director of card retailer Paper Tiger, has raised funds among its members and this has been supplemented by a grant from Open for Business, an initiative led by Edinburgh Chamber of Commerce and funded by Transport Initiatives Edinburgh - which is responsible for managing the delivery of Edinburgh’s trams.

60 Watt has developed a new brand called West End Village, and implemented an identity, posters and street signage. The Agency is in the progress of producing a 32 page guide to the area.