Edinburgh set to Sparkle with Touch Agency's Winter campaign
Edinburgh set to Sparkle with Touch Agency's Winter campaignThe Edinburgh Sparkles campaign, created by The Touch Agency is set to roll out across the UK to promote events, shopping and free parking in the city leading up to the festive season.
The campaign is the result of organisations within the city teaming up to invtest over £800,000 to promote the city at wintertime to the rest of the UK.
A billboard in Queen Street Station will feature the creative throughout November and December, made possible through investment by Edinburgh’s Trams.
The advert will appear in London’s airports (Stansted, Luton and Gatwick), online and on gigantic night-time projections of Edinburgh Castle in Manchester, Newcastle and Luton which will begin later this week.
The city’s marketing body Destination Edinburgh Marketing Alliance has come together with Edinburgh’s Trams, retailers Open for Business and Essential Edinburgh, event organisers Edinburgh’s Christmas and the City of Edinburgh Council, to spread the message through the integrated campaign.
Media buying was handled internally by the client with the Touch Agency also building the accompanying website.
Events will run through 26-29 November featuring amongst other things a life sized animatronic polar bear, sparkling musical fountains and a living music box. Another highlight will be the Homecoming 2009 Art Car Parade, as part of the Homecoming Scotland Finale weekend. The cavalcade will feature customised vehicles being pushed, pedalled and driven from the Royal Mile to St Andrew Square Gardens.
Traditional features such as The Winter Wonderland ice rink, the Edinburgh Wheel and the Traditional German Christmas market will all return along alongside the fun of the fair in East Princes Street Gardens.
Free parking will also be made available in the City Centre, West End, Old Town, Tollcross and the Grassmarket from 5.30pm on weekdays and 1pm on Saturdays from 26 November while Buses will return to Princes Street from 29 November having been able to run along the road due to maintenance for the new Tram System for some months. There will also be the option to Park and Ride.
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When I saw this in the press I thought the female looked worried, ill at ease or if she had just broken wind - either way, she looks uncomfortable....is she Glasweegian?
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Why do people get designers to do advertising?
"Sparkle" - I'll be the judge of that!
I get a bit sick of reading negative comments on here, but I have to say this is hardly an exciting or creative campaign. It's a real shame as it could have been a great opportunity.
Pity about the model too, she does look out of sorts.
Not good.
shock-a-roony. edinburgh has shops, bars and restaurants apparently. i guess that’s why the exclamation mark features at the end of the copy.
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I take it the budget was spent on buying the media space. There's no idea here whatsoever and makes one of the UK's premier destinations look no better than some of its smaller counterparts. This could be rebadged Stirling, East Kilbride or Dundee and no-one would notice.
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I agree, great opportunity missed, no real idea/point of difference - could be for any shopping destination. Disappointing too, since such prominent sites have been purchased, but then again, with so many parties involved, it's probably a design by committee.
I totally agree with you Anonymous 11:02. She is indeed Glaswegian and wondering what she is doing in Edinburgh at Christmas when Glasgow has much better shopping (albeit without the Big Wheel bells and whistles ) and is minus the Tram building yard.
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No, I think that the startled female model is an Edinburgh rate payer - she just caught sight of the bill to pay for this. Seriously I really hope it works and generates several million pounds of incremental tourist business.
On the website why is the link to www.edinburghschristmas.com not on the homepage? Is that not the main site that is actually promoting this event? The Sparkles website has some visual sparkle but seems a bit short of event excitement, there must be more exciting images that could be used in addition, sorry just my opinion.
Yes it's poor - especially when you put it next to Glasgow's current winter festival campaign that is running on the underground - night and day is a phrase that springs to mind.
It gets worse - todays metro has a pic of one of the projections of edinburgh castle they are doing on buildings in various locations in england. The line is Edinburgh sparkles but the pic is of the castle is in summertime- ill thought out.
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