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Edinburgh Hotels Association welcome new era of city collaboration

Business leaders are embracing a new collaborative approach to promote Edinburgh to the UK and further afield. The Edinburgh Hotels Association (EHA) – a collection of the city’s leading hotels – has become the latest organisation to join a new partnership scheme designed to bring businesses together to the benefit of Scotland’s capital.

Introduced by Marketing Edinburgh in March 2014, the Corporate Partner programme is focused on attracting expertise and investment from the city’s top UK and international companies, using their collective resource to strengthen Edinburgh’s promotion.

The EHA– a group of more than 50 hotels who act as the collective voice of the local industry – is now the second Corporate Partner of Marketing Edinburgh, following the appointment of Edinburgh Airport in April.

Introducing a more joined up, creative approach to marketing of the city, the new programme aims to encourage its ‘corporate citizens’ to proactively get behind Edinburgh, not simply financially, but to gain the best of members’ wider skillsets. In return, companies receive an individually tailored support package and range of benefits from Marketing Edinburgh, and will have a position of influence in how the city is marketed.

John Donnelly, Chief Executive of Marketing Edinburgh explained: “Having the Edinburgh Hotels Association as our latest Corporate Partner is great news. It’s important that the city’s promotion is fully integrated on every level. This is effectively a new era for Edinburgh – it’s a new way of working and will bring tangible benefits for the entire city – it’s more efficient, there’s better use of spend and a stronger voice. There’s also a lot to be gained for those companies who get on board.”

“It has only been a matter of weeks since we introduced the programme, but it’s been very well received. There’s a general understanding that we’re creating real and measurable opportunities for Edinburgh-based companies, while at the same time encouraging them to take a more proactive role in shaping the direction and future growth of their city.”

Tristan Nesbitt, General Manager of The Sheraton Grand Hotel and Spa and Chairman of EHA said: “The city has been in long need of an initiative such as this; the Corporate Partner programme unites organisations such as ours and our collective desire to promote the city. It also represents better communication, better value-for-money and a bold strategy to generate better results in promoting Edinburgh. That obviously has clear potential benefits to the Edinburgh Hotels Association and we’re delighted to have become a member.”

Taking on learnings from similar programmes successfully implemented in European cities such as Amsterdam, the Corporate Partner programme is a business model and financial aspiration that Marketing Edinburgh will further develop as a priority over the next three years.

John Donnelly said: “With more Forbes Global 2000 companies based out of Edinburgh than any other UK city outside London, they have a natural vested interest in the way the city is promoted along with its international reach and status, and that it is the best it can be. Working better together to improve Edinburgh’s profile as an attractive place to Live, Work, Invest, Study and Visit is a win-win situation for everyone, attracting and retaining new talent and investment.”

The announcement of the EHA as a corporate citizen reinforces the economic benefit that the hotel sector brings to the city. In addition to supporting and coordinating the Capital’s hotel and catering industry lead initiatives, Marketing Edinburgh actively works with public sector and industry partners to develop and encourage year round business opportunities, especially through conference, event and leisure marketing activity.

Marketing Edinburgh is the organisation dedicated to promoting Edinburgh to the world. Promoting and championing Scotland's capital city locally, nationally and internationally, the organisation works with its members, partners and stakeholders to maintain the profile of Edinburgh as a world-class destination.

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