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Convention Edinburgh awarded investment to target the US market

A major campaign to bring North American business visitors to Scotland has received investment from VisitScotland's Growth Fund. Convention Edinburgh, the business tourism arm of Marketing Edinburgh and the leading organisation responsible for marketing the capital as a global conference, incentive, meeting and event destination has secured £39,100 investment to target the US market

Convention Edinburgh works very closely with its members who are looking to reach out to North America and with the VisitScotland Business Tourism team to showcase Edinburgh and Scotland to the US markets and bring in new business.

The VisitScotland Growth Fund, which awards up to 50% of the total project cost, if the application is successful, will be used to launch Convention Edinburgh activities in the North American market where they act on behalf of its members in what is a core new business market for the city.

The funding will enable Convention Edinburgh to undertake an integrated marketing and advertising campaign to promote the destination's business tourism offering to the North American convention market. This is over and above what it already does to promote the city's business tourism offering internationally which has seen Convention Edinburgh and members attend international business tourism events and awareness raising trips across the world in 2014. From April to September 2014, Convention Edinburgh worked with its members to host 103 events in and around Edinburgh, generating an additional £56 million for the local economy.

The VisitScotland Growth Fund investment has already enabled Convention Edinburgh to start to carry out significant additional activities over and above what they already successfully do:
Part funded a stunning new Edinburgh Business Tourism film which showcases all the key components that make Edinburgh one of the leading business tourism destinations in the world

Funded additional activity during Convention Edinburgh's attendance at IMEX in October where they had 40 appointments with a potential economic impact of approximately £16.6 million. Create a new Convention Edinburgh presentation / iBook for the incentive market, due to be revealed in December.

Put in place an online advertising campaign in core MICE online media in the US. Fund a sales trip to North America during Scotland Week 2015 for Convention Edinburgh and up to four members.

Support costs for an additional 20 qualified buyers from the North American market to visit Edinburgh via bespoke site inspections and familiarisation trips.

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