ONE of Scotland's leading advertising agencies has been brought in to help Edinburgh launch its first independent drive to attract visitors, workers, students and inward investment.
The Leith Agency, best known for its award-winning Irn-Bru campaigns, is to devise a strategy aimed at helping the capital combat the effects of the global financial crisis.
Council officials are leading efforts to ensure Edinburgh retains its p
lace as both a leading visitor destination and a major financial centre.
Edinburgh's long-awaited independent marketing body will start operating in April – four years after Glasgow decided to set up its own body.
The new group is expected to instigate its own worldwide promotional efforts and fundraising drives.
Overseen by the city council, it also involves Edinburgh Chamber of Commerce, the Edinburgh Convention Bureau, the Edinburgh Tourism Action Group and the Edinburgh Business Assembly.
Leithal Thinking, the strategic marketing arm of The Leith Agency, has been asked to produce a long-term strategy for the new Destination Edinburgh Marketing Alliance, as the project is currently known.
A spokeswoman for the city council said: "The establishment of the alliance is in response to the desire of private and public sector partners to raise the profile of Edinburgh.
"It will bring together people from across the city to work as a team, promoting the city as a key destination for businesses, students, visitors and workers."
It is hoped the new marketing body will mastermind everything from organising Edinburgh's attendance at global trade fairs and conferences to attracting major events and investors to the city. A string of organisations have previously been responsible for such work.
Leithal Thinking's recent projects have included advising Edinburgh's festivals on how they should market themselves around the world.
Paul Stallard, the head of Leithal Thinking, said: "Working on this project gives us the opportunity to be involved in making sure Edinburgh remains one of the world's leading cities.
"As we're people who live and work in Edinburgh it's a project that has added incentive for us."
Tom Buchanan, Edinburgh's economic development leader, said:
"In this current economic climate, it is important that Edinburgh conveys a strong, confident and clear message about our very special qualities.
"We have a skilled workforce, an unmatched quality of life, research centres of excellence, world-class education and the world's best festivals."
