The award, which was won by Edinburgh-based creative digital and advertising agency, The Lane Agency, was in recognition of the dynamic and creative marketing strategy which underpinned the two year ‘This is Edinburgh’ campaign that was created and managed by Marketing Edinburgh.
Launched in early 2014 in a bid to encourage locals back into the city centre, increasing footfall and retail spend, the award demonstrates what has been a positive and successful campaign for the city, with all targets on track. At its heart was an integrated marketing approach, overseen and managed by Marketing Edinburgh that saw The Lane Agency, Wire Media and Storm ID, work closely alongside the in-house team to ensure a seamless approach across PR, media, advertising and digital channels, in addition to new ‘This is Edinburgh’ events.
The innovative Borders Rail train wrap, which The Lane Agency was appointed to work on by Marketing Edinburgh was also singled out by awards judges as an example of excellence. The eye-catching livery was a joint collaboration between Marketing Edinburgh, City of Edinburgh Council, Midlothian Council and Borders Railway, unveiled in celebration of the new line connecting the city with the south of the country, which became one of the iconic images used throughout media coverage of the railway’s September opening.
John Donnelly, Chief Executive of Marketing Edinburgh said: “The Scottish Business Award recognition of ‘This is Edinburgh’ is a big win for the city. I am thrilled for all of those involved, but even more so, I am delighted by how much ‘This is Edinburgh’ has given back to the city’s residents. As the campaign draws to a close, we’re on target to have succeeded in our ambitions to increase footfall, along with retail sales in the city centre. I’m particularly proud of how much locals have embraced and engaged with ‘This is Edinburgh’, whether that has been on social media or attending events, like Edinburgh Fashion Week and Edinburgh Restaurant Festival that have made a real and very positive difference within the city.
“Earlier this year our campaign survey found that 88% of people were aware of the campaign and 95% felt more positive towards the city centre since its launch, this is a testament to the hard work and innovative approach of the whole campaign team.”
Ali Findlay, owner and managing director of The Lane Agency said: "As a relatively young entrepreneurial business, winning the pitch to market the city of Edinburgh was one of our proudest moments. The campaign has evolved to market the city and its businesses, events and attractions, large and small, and more recently we were proud to reveal the UK’s largest train wrap for the Borders Railway launch.’ She added: ‘It’s been a great 12 months for The Lane with 12 award wins for several different clients and campaigns – our #Laners are very proud."