Leithal Thinking, has been appointed to produce the strategy to position Edinburgh as a key location for those looking to visit, invest, live and study.

The appointment has been made to support the new Destination Edinburgh Marketing Alliance (DEMA) project, which will be fully operational from April 2009.

The establishment of the Alliance is in response to the desire of private and public sector partners to raise the profile of Edinburgh. It is being led and facilitated by the City of Edinburgh Council. The Alliance will bring together people from across the city to work as a team, promoting the city as a key destination for businesses, students, visitors and workers. This will build upon the city promotion approach
to date, leading to a more aligned approach by the various agencies and
a cohesive set of messages.

The new marketing strategy will identify the key target customer groups
and what Edinburgh can offer each; how the city can reach these groups;
and how the Alliance is best structured to maximise promotional
possibilities.

Councillor Tom Buchanan, economic development convenor, City of Edinburgh Council said: "Cities around the world are all competing for new businesses, talented workers, future entrepreneurs and tourists. Edinburgh has historically been very economically successful and is one of Europe's top tourist destinations, but we cannot be complacent. In this current economic climate, it is ever more important that Edinburgh conveys a strong, confident and clear message about our very special qualities. We have a skilled workforce, an unmatched quality of life, research centres of excellence, world-class education and the world's best festivals.

"The work by Leithal Thinking will help us shape the message we want to project around the world, to ensure that the new Marketing Alliance is successful in attracting more people to live, invest, visit and study here."