A Tyrannosaurus Rex has been on the rampage through Edinburgh - despite being extinct for the last 65 million years.
The aftermath of the mischievous carnivore’s car-crushing antics caused bemusement among shoppers on Princes Street and Lothian Road, until they realised it was, in fact, an advertising stunt promoting an IMAX 3D screening of Jurassic Park as part of the Edinburgh International Film Festival.
Ross Perth, who heads up marketing at EIFF, said: “I wanted to come up with something that would really engage audiences, and it did. People were stopping and staring, wondering where these cars had come from. It’s all about demonstrating the creativity of the Festival and capturing the public’s imagination.”
In 2007, Ross was behind a multi award-winning idea to transform the columns of the National Gallery in Princes Street into giant soup cans to mark the opening of an Andy Warhol exhibition.
Mike Cantlay, Chairman of VisitScotland, said: “The Edinburgh International Film Festival is an important date on Scotland’s cultural calendar, attracting thousands of visitors from all over the world every year, and it is fantastic to see this kind of fun innovation being used to promote it.”
The cars were returned to the scrap yard following the photo shoot.
The Edinburgh International Film Festival - the longest continually running film festival in the world - runs until Sunday. For a full programme of films and events, go to www.edfilmfest.org.uk
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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 has three key roles:
- To market Scotland to all parts of the world to attract visitors
- To provide information – and inspiration – to visitors and potential visitors so they get the best out of a visit to Scotland
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- VisitScotland works together with tourism businesses to make tourism a success for everyone and ensure the industry continues to grow.
- The organisation employs 700 people and has offices and VisitScotland Information Centres across Scotland.
- 2014 is the year Scotland welcomes the world, when it hosts the Glasgow Commonwealth Games, the Ryder Cup at Gleneagles and more than 800 Homecoming events throughout the country.For more information on Homecoming Scotland 2014, go to www.visitscotland.com
- The VisitScotland Information Centre network is a unique face-to-face channel engaging with around five million visitors and locals each year. Everyone who uses a VisitScotland Information Centre goes on to spend an additional £5.35, generating over £24 million for Scotland’s economy.
- According to a recent Deloitte study, tourism employs 270,000 people in Scotland in 20,000 diverse businesses. The same study calculates that the industry contributes £11 billion annually (direct and indirect impact, including day visits) and supports around 10 per cent of employment in Scotland. Almost 16 million tourists take overnight trips to Scotland.
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