Edinburgh Inspiring Capital – Another City Brand

Why brand a city?

Here’s what my native northern brothers say on the subject of branding their beautiful city of Edinburgh.

A destination brand for the Edinburgh City Region

It is a competitive world and we can’t afford to stand still. We need to build on the Edinburgh City Region’s existing successes in attracting visitors, investors and fresh talent. We have to shout even louder to be heard and do more to ensure that we stand out from the crowd.

A destination brand for the Edinburgh City Region will really make a difference. Here’s how.

BENEFITS

PEOPLE

Good for the people of Edinburgh

Edinburgh already attracts a wide range of employers. The brand will help to attract even more – giving you improved chances to earn, learn and progress in your career.

Our destination brand will also create renewed pride in the City, and a sense of what it means to belong here. Then there’s the chance to enjoy yourself even more – as a greater variety of sports, cultural and leisure opportunities come to the City.

BUSINESS

Good for business and investors

Of all the UK’s cities, Edinburgh has the highest proportion of working-age population with qualifications to NVQ Level 4 (Scottish Executive, 2005).

So we’re already delivering the skills employers need.

And as more people decide to live here, employers will have an even wider pool of skills to choose from.

If you need to bring new people in from further afield, it should become a clearer choice and an easier decision to jump at the chance to relocate to Edinburgh. Your workforce will be keen to stay here too – thanks to the excellent lifestyle.

When you’re talking to businesses outside Scotland, they’ll instantly understand what makes Edinburgh special – and associate these qualities with your organisation. That means the chance for you to win more business.

Finally, our destination brand will help to encourage inward investment – as well as increased numbers of visitors and international events.

TOURISM

Good for tourism

It’s simple: with everyone saying the same things about the City Region, more tourists will visit Edinburgh and its surrounding areas.

Our destination brand will give every tourism business a real focus – from hotels to taxis and shops to restaurants. It will help shape people’s experience of the City once they get here – opening up surprising new possibilities. And it will make them want to return.

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