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Friday, October 17, 2014

Edinburgh Premieres at IMEX America

Scotland’s capital city aired its on-screen debut at IMEX America.  Created by Convention Edinburgh, the business tourism arm of Marketing Edinburgh, the stunning new film showcases all the key components that make Edinburgh one of the leading business tourism destinations in the world.


The new film can be viewed here:


Financed by VisitScotland Growth Fund, Edinburgh Hotels Association (EHA), Edinburgh Airport and Marketing Edinburgh, the three minute film combines stunning footage of the city’s iconic skyline with a whirlwind tour de force of Edinburgh’s state of the art conference facilities and diverse accommodation offering. Eye-catching typography relates key facts and figures that speak directly to decision-makers in the meeting industry and influencers in the associations sector.


Arriving into Edinburgh Airport at dawn, the film captures the energy and vibrancy of Edinburgh in a day. Highlighting not only the practical essentials for conference organisers, but interweaving a snapshot of the unique delegate experience Edinburgh has to offer from the cultural pull of its Festivals and Military Tattoo to its many restaurants, bars and attractions. Edinburgh’s legacy and reputation as a centre of excellence in science, enterprise and finance, is also reinforced, with footage filmed in the innovative research facilities at the University of Edinburgh and bioQuarter, as well as the international headquarters of leading businesses such as Skyscanner and Green Investment Bank.


Lesley Williams, Head of Business Tourism at Convention Edinburgh said: “The main objective of the new film is to raise awareness and drive business tourism and conferences to the city, its hotels and venues. That said, it was also the perfect opportunity to challenge people’s preconceptions of Edinburgh and encourage some real emotional engagement with the destination.


“Edinburgh is a centre of innovation, business and inspiration. Combined with world class facilities, a rich cultural heritage and ease of access from across the globe, the film succinctly provides a huge number of compelling reasons for event organisers to choose Edinburgh for their next conference – and we look forward to welcoming them.”   


From April to September 2014, Convention Edinburgh worked with its members to host 36,000 delegates across 103 events in and around Edinburgh, generating an additional £56 million for the local economy. 


The ‘This is Conferencing’ film funding from VisitScotland is one element of an overall £39,100 VisitScotland Growth Fund investment to enable Convention Edinburgh to undertake a new integrated marketing and advertising campaign to promote the destination’s business tourism offering to the North American convention market. 


The VisitScotland Growth Fund is a £1 million fund available for well researched, new, collaborative marketing projects from groups of tourism businesses that have a strong customer focus and that operate at local, regional or national level.


Manuela Calchini, VisitScotland’s Regional Director for Edinburgh and the Lothians, said: “We are delighted to be able to help Convention Edinburgh produce this new film through the VisitScotland Growth Fund. It is a terrific way of showcasing the Capital’s superb business event facilities and will further enhance Scotland’s excellent reputation in the global MICE market. As one of VisitScotland’s stand partners at IMEX America, Convention Edinburgh has a chance to show the world that the city is a leading business tourism destination.”


Tristian Nesbitt, General Manager of the Sheraton Grand Hotel & Spa and Chairman of the Edinburgh Hotels Association, said: “The new ‘This is Conferencing’ film will be an incredibly valuable resource for EHA members and all businesses and organisations that operate in Edinburgh’s dynamic conference sector. The film, along with Convention Edinburgh’s attendance at crucial international events such as IMEX America, is a pivotal step forward, allowing us TO work more effectively together to create a more powerful presence in what is an incredibly competitive global marketplace.”