Digital campaign has the WOW factor!

Press release   •   Mar 18, 2019 09:53 GMT

The first-ever collaborative marketing campaign between Edinburgh’s arts venues will showcase the city as a must-see cultural destination all year round with the help of VisitScotland.

EdinburghWows, a campaign based on highlighting the emotional connections stirred by outstanding cultural experiences, has received a £25,000 Growth Fund award from the national tourism organisation. VisitScotland Growth Fund supports national, regional and sectoral tourism groups across Scotland to deliver partnership marketing campaigns.

Led by the Edinburgh Cultural Venues Group (ECVG) and delivered by Marketing Edinburgh and Edinburgh Tourism Action Group (ETAG) in association with Expedia, the campaign will promote the capital’s low-season cultural offering using a short video promoted across digital channels. The video will communicate the emotional “wow” experienced from visiting Edinburgh’s vast and distinctive offering of world class culture.

The video will showcase cultural experiences that can be enjoyed in Edinburgh, paired with the physical and emotional human reactions that these experiences elicit. The film aims to convey a sense of love, wonder and joy; coupling jaw-dropping, tears of laughter and eyes opening wide in amazement, with a dramatic performance, piece of art or a live orchestra. Short edits of the video will be distributed through YouTube and Facebook and promoted organically by all the partners.

A bespoke campaign microsite at will feature the video and will include links to all the partner venues, allowing visitors to book accommodation through Expedia, as well as transport.

The microsite will also feature the campaign’s ‘Wonder Walks’ - a series of walks around Edinburgh that deliver wow moments as you walk between venues, and ‘Wonder Weeks’ - stand out weeks in the Edinburgh calendar that have a particularly impressive cultural offering at a time when accommodation has good availability.

By promoting Edinburgh as a year-round cultural destination, the campaign supports the Edinburgh 2020 Tourism Strategy, which calls for growth in the visitor economy of 3% per annum and prioritises stimulating this growth in the October to March period.

Ken Hay, Chair of Edinburgh Cultural Venues Group, said: “Edinburgh is an internationally renowned city of culture, offering dynamic, high quality performances, galleries and museums at many different venues. The heritage setting makes the city unique and culture lovers can also enjoy the great eating out experiences available. This campaign will showcase the city’s fantastic offering and help bring new visitors to enjoy the city year-round.

Sonia Valcarcel, VisitScotland Regional Partnerships Executive, said: “Offering outstanding cultural experiences within a compact and extremely attractive heritage location, I am thrilled we are able to support this digital campaign which, for the first time, brings together the city’s performing arts and cultural venues to highlight all that is on offer in the city and help drive footfall in the traditionally quieter months of the year.

“At VisitScotland we want to champion collaboration, spearhead digital innovation and make sure every part of Scotland makes the most of its remarkable tourism offering and understands its ripple effect of success, well-being and prosperity.”

From landmark museums to award-winning theatres, a leading film centre to world-class music venues, the ECVG collectively represents Edinburgh’s larger year-round cultural providers at a strategic senior management level.

The VisitScotland Growth Fund supports collaborative tourism marketing projects which focus on growth and ensure that visitors experience the best of Scotland. To be eligible for a Growth Fund award, applicants must place a strong emphasis on digital marketing and the creation of digital content assets.

For more information about the EdinburghWows campaign go to

For more information on ECVG, visit:

For more information about VisitScotland Growth Fund go to


Notes to Editors

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  • VisitScotland is Scotland’s national tourism organisation. Its core purpose is to maximise the economic benefit of tourism to Scotland.
  • The organisation’s core objective is to contribute to the Tourism 2020 Strategy ambition of growing tourism revenues by £1 billion by 2020.
  • This will be supported by five overarching strategies: Marketing, Events, Quality and Sustainability, Inclusive Tourism, International Engagement.
  • The organisation employs 700 people and has offices and VisitScotland Information Centres across Scotland.
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Scotland’s Themed Years

  • Following an industry consultation, the Themed Years will now take place every second year to enable more time for planning and opportunities for collaboration.
  • 2020 has been designated as a year in which Scotland’s Coasts and Waters will be showcased and celebrated with a programme of activity designed to support the nation’s tourism and events sectors.
  • The year, led by VisitScotland will sustain and build upon the momentum of Scotland’s preceding Themed Years to spotlight, celebrate and promote opportunities to experience and enjoy Scotland’s unrivalled Coasts and Waters, encouraging responsible engagement and participation from the people of Scotland and our visitors.
  • A year-long programme of events, activities and ideas will shine a spotlight on the impact our waters have had on Scotland, from the formation of beautiful natural features to the creation of our national drink – whisky.
  • Join the conversation using #YCW2020
  • 2022 will be the Year of Scotland’s Stories - a celebration of our rich literature, film, oral traditions and myths and legends.

About VisitScotland Growth Funding

The VisitScotland Growth Fund supports collaborative tourism marketing projects which focus on growth and ensure that visitors experience why Scotland Is Now. To be eligible for a Growth Fund award, applicants must place a strong emphasis on digital marketing and the creation of digital content assets. They are also encouraged to align themselves with Scotland’s themed years, including the Year of Coasts and Waters