 |
|
|
 |
25 Jun 2018
Edinburgh's youth tourism campaign targets 3.5 million visitors
BY
Tom Walker
|
(From left): Influencers Davide Verri and Nicanor Garcia with Paula Ward, VisitScotland Regional Leadership Director, and Pete Duncan, Chair of Youth Travel Edinburgh
photo: Graham Clark / VisitScotland
Tourism bosses in Edinburgh are hoping to reach 3.5 million young people across Europe with a new tourism campaign utilising social media "influencers". #UncoverEdinburgh, led by Youth Travel Edinburgh and supported by the Edinburgh Tourism Action Group and Marketing Edinburgh, is a digital campaign looking to profile Scotland’s capital as a top youth tourism destination.
The campaign looks to use use Scotland’s 2018 Year of Young People (YOYP) as a platform and encourage visitors aged 18-26 from key European markets to come to Edinburgh on a year-round basis.
The programme will pair an Edinburgh-based influencer with an influencer sharing a similar special interest from cities like Barcelona, Paris and Amsterdam.
The 10 "carefully selected" Edinburgh influencers will invite a contemporary from a target European city to join them in Scotland’s capital, where together they will create digital content using Edinburgh as an identifiable backdrop.
They will then both spread content across social media which will then be shared by their followers.
The first pairing saw Edinburgh local Davide Verri and Nicanor Garcia from Barcelona, combine to create content for a collective following of almost 740k, who share an interest in culturally significant architecture.
Youth travel is the fastest growing segment of global tourism and Edinburgh is second only to London for young visitors to the UK. Almost 2 million of the city’s visitors come into the millennial age bracket.
VisitScotland has given the campaign a £40,000 grant from its Growth Fund scheme.
For more information on the campaign, visit the VisitScotland website.
 |
|
|
|
|
|
|
|
|
|
Connect with
World Leisure |
|
|
|
|
|
|
|
|
|
|
|
|
|
| News headlines |
|
|
 |
 |
|
23 Apr 2024
Six Senses Kyoto opens its doors today, marking the eco-luxury hotel and spa operator’s entry into Japan and a new addition to its urban collection.
.... more>> |
|
|
|
 |
|
23 Apr 2024
With the launch of its 49th John Reed, RSG Group is looking for more opportunities for its high-end brand in the US and Europe. Cosmopolitan cities
.... more>> |
|
|
|
 |
|
23 Apr 2024
PureGym saw revenues rise by 15 per cent in 2023, with the company announcing plans to develop 200 new clubs in the next three to four years.
.... more>> |
|
|
|
 |
|
23 Apr 2024
The UAE’s first-ever Dior Spa has officially launched at The Lana, Dubai – the Dorchester Collection’s debut property in the Middle East. Bathed in
.... more>> |
|
|
|
|
|
 |
|
| Company profile |
|
GLL
Our purpose is to improve the physical, mental and social wellbeing of local communities.
View full profile>> |
|
| Catalogue gallery |
|
|
| Featured Supplier |
|
 |
|
|
|
in this issue
• Virgin gets right to wipe out rent arrears
• Fitness industry mourns passing of Jan Spaticchia
• STA offers mindfulness resources
|
|
|
|
|
|
|
 |
| World Leisure jobs |
 |
Party Leader
Salary: Competitive
Location: Gainsborough
Company: Everyone Active
|
|
|
|
|
|
| Diary dates |
|
| Powered
by leisurediary.com |
 |
|
|
|
|
