Taste of Edinburgh

VisitScotland is sponsoring Taste of Edinburgh festival for the 2nd year running. Our inaugural sponsorship was mainly to promote the event, but this year VisitScotland is looking to use the event to start promoting Scotland as a short break foodie destination.

Campain Objectives

Ensure visitors to Scotland are inundated with opportunities to taste Scottish food.
Divert media coverage from shortbread, haggis and deep fried Mars bars to the wealth and diversity of Scottish produce to ensure they learn about the food here and the quality of it

Official Branding

VisitScotland branding on 400,000 leaflets which have been used to promote the event

Press Coverage- Sue Lawrence

Sue Lawrence recommendations featured in ‘Recommends Article’ on 28 May 2008 in Scotsman

Radio- Sue Lawrence

Sue feature on Fred MacAulay Show (BBC Radio Scotland) at 10am on 28 May 2008. Promoting Scotland as a foodie destination, EatScotland.com and competition on EatScotland.com

Press Promotion

Gourmet 1/3 page press promotion in Scottish Daily Mail (Circ 125,839) on 22 May 2008.
Copy promoting Scotland’s great produce and driving people to EatScotland.com to find out more
Competition entry on EatScotland.com or postal, data capturing names for VisitScotland database

Additional coverage ‘Best Food Coverage’ achieved in Scotsman Recommends on 28 May 2008
PR secured media coverage with TV show Ireland AM on Edinburgh as a foodie destination. They will film at Taste of Edinburgh in addition to their other coverage
PR utilising the event as a networking opportunity with key foodie media and travel journalists

EatScotland.com

Feature on website promoting Taste of Edinburgh
Competition entry on website to facilitate data capture for database
Sue’s recipes will feature on website post Taste of Edinburgh for downloading

At Event

Official Signage

Branding on event signage and Edinburgh Food & Whisky School signage

Target Audiences

Primary Target: W4 Affulent Active Devotees

Secondary Target: W2 Young Domestic Explorers

To register interest in this campaign, please contact your local Business Relationship Manager.

More information on Marketing Opportunities