The city of Edinburgh is positioning itself for the winter tourism market with a new campaign extolling the virtues of an urban getaway during the colder months.
‘Stay Different’ makes a virtue of shortening days and lowered temperatures by exploring some of the experiences and activities that are best enjoyed far from the madding crowd. Positioning Edinburgh as a winter wonderland the campaign, centred on a hero film, highlights the appeal of early sunsets, atmospheric mist as the perfect time to stroll the streets and snuggle up for a drink or meal.
Cllr Jane Meagher, leader of the City of Edinburgh Council, said: “Edinburgh in winter is like visiting a completely different city, one of striking contrasts, rich atmosphere and authentic local life.
“Through Stay Different, we want to inspire people to come beyond the festive season and discover what makes these months so special. From world-class dining, art galleries and performances, to invigorating winter walks and surprising outdoor adventures, there is no other season quite like it here. By encouraging visitors to explore beyond the familiar, we can support a more sustainable year-round visitor economy for our capital.”
Delivered by BIG Partnership, Union Media and Spirit Media the campaign will run through to 2028 and includes associated digital content, advertising including out-of-home, video on demand, radio and PR.