Welcome to Edinburgh festivals plc … the marketing man's dream

A HISTORIC campaign has been launched that will see Edinburgh's festivals jointly marketed to the world for the first time, The Scotsman can reveal.

Long-awaited moves to have 13 of the city's flagship events promoted under the one banner are expected to come to fruition by the end of the year.

The move is designed to ensure that Edinburgh maintains its presence in the economic downturn, remains ahead of a growing number of competitors and also breaks into new markets.

Leading agencies from across Britain are expected to pitch for the chance to create the first campaign to showcase events like the Fringe, the Tattoo and Hogmanay.

A multi-million-pound drive will target visitors from countries as far afield as the Middle East, India, China and Russia. The festivals will also get an official "brand" or image of their own which will be used to help persuade more Scots to visit the capital.

Edinburgh's major festivals, the Scottish Government, the Scottish Arts Council and VisitScotland are all expected to fund the initiative.

Edinburgh's leading festivals were estimated to be worth around £135 million to the capital's economy.

The UK's leading marketing, branding and advertising agencies have been invited to pitch for a lucrative £200,000-a-year contract. The festivals have also begun moves to hire two marketing and PR gurus.

The first step will see a "brand" or official image for the festivals created before the end of the year. Whichever agency wins the main communications contract will be in charge of the overall marketing of the festivals, including advertising.

The campaign is one of the main ideas of Festivals Edinburgh, the organisation set up two years ago to get all of the main events working together for the first time.

Faith Liddell, director of the organisation, was appointed in December 2006, but critics were still complaining about poor joint promotion of the festivals this summer.

Ms Liddell said the recruitment process for two marketing positions was already under way and that briefs have just been sent to agencies around the UK.

She added: "The £200,000 figure is what we're asking them to base their presentation on and is not the confirmed budget. That will be announced at the end of September when we will have confirmed figures from all of our potential funders."

Councillor Steve Cardownie, the capital's festivals and events champion, said: "All of the festivals do their own marketing, but there must be a huge amount of duplication in their efforts.

"Imitation is the sincerest form of flattery, but I do believe our festivals are unique because of the setting we can offer.

"However there must be huge potential to promote in the festivals in countries like Russia, China and India."

Charlie Wood, director of Fringe promoters Underbelly, said: "We need to see proper promotion of the full orange of the Edinburgh Festivals. To many people outside Edinburgh, the festival is just a lot of noise. We need to create a proper symphony."

BACKGROUND

Edinburgh International Science Festival Ten days in April; attendance –75,000; worth – £1.3 million

Bank of Scotland Imaginate Children's Theatre Festival One week in May; attendance – 15,000; worth – £300,000

Edinburgh International Film Festival Ten days, in June for the first time in 2008; attendance – 75,000; worth – £2.1 million

Edinburgh Art Festival Four weeks from late July/early August; attendance – 600,000; worth – N/A

Edinburgh Jazz & Blues Festival Ten days from end of July; attendance –75,000; worth – £3 million

Edinburgh Military Tattoo Three weeks in August; attendance – 220,000; worth – £23 million

Edinburgh Festival Fringe Three weeks in August; attendance – 1,500,000; worth – £70 million

Edinburgh International Book Festival Two weeks in August; attendance – 200,000; worth – £3.4 million.

Edinburgh International Festival Three weeks in August; attendance – 335,000; worth – £20 million.

Edinburgh Mela One week in late August; attendance – 75,000; worth – £800,000

Scottish International Storytelling Festival Ten days from late October; attendance – 20,000; worth – £215,000

Edinburgh's Christmas Four weeks from late November; attendance – 320,000; worth – £12 million

Edinburgh's Hogmanay Four days over Dec-Jan; attendance – 150,000; worth – £25 million

Competition from many quarters

1. The rivals. From Montreal and Barcelona, to Singapore and Adelaide, there is a growing list of "festival cities" trying to build up their credentials. But the big threats may be closer to home. Liverpool is European Capital of Culture this year, while Manchester will see its own international festival staged for the second time next year.


2. The economic downturn. The credit crunch is expected to affect everything from airline fares and hotel rates to ticket prices for all festivals next year. Accommodation levels in Edinburgh throughout last month were well down on the previous August.

3. The cost of coming to Edinburgh. Critics have long complained of the cost of both putting up performing artists and accommodation for ticket-buyers. The lack of any "festival packages" has long been a source of irritation.

4. Funding. Estimates have suggested more than £100 million is needed to "bulletproof" Edinburgh's festivals. Funding high-profile global marketing campaigns will cost millions of pounds.