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The first-ever collaborative marketing campaign between Edinburgh’s arts venues will showcase the city as a must-see cultural destination all year round with the help of VisitScotland.

EdinburghWows, a campaign based on highlighting the emotional connections stirred by outstanding cultural experiences, has received a £25,000 Growth Fund award from the national tourism organisation. VisitScotland Growth Fund supports national, regional and sectoral tourism groups across Scotland to deliver partnership marketing campaigns.

Led by the Edinburgh Cultural Venues Group (ECVG) - of which The Queen's Hall is a member - and delivered by Marketing Edinburgh and Edinburgh Tourism Action Group (ETAG) in association with Expedia, the campaign will promote the capital’s low-season cultural offering using the following short video promoted across digital channels. 

The video showcases cultural experiences that can be enjoyed in Edinburgh, paired with the physical and emotional human reactions that these experiences elicit. 

A bespoke microsite will also feature the campaign’s ‘Wonder Walks’ - a series of walks around Edinburgh that deliver wow moments as you walk between venues, and ‘Wonder Weeks’ - stand out weeks in the Edinburgh calendar that have a particularly impressive cultural offering at a time when accommodation has good availability.

By promoting Edinburgh as a year-round cultural destination, the campaign supports the Edinburgh 2020 Tourism Strategy, which calls for growth in the visitor economy of 3% per annum and prioritises stimulating this growth in the October to March period.

Read more at and follow #edinburghwows on social media.

"At VisitScotland we want to champion collaboration, spearhead digital innovation and make sure every part of Scotland makes the most of its remarkable tourism offering and understands its ripple effect of success, well-being and prosperity."   

(​​​​​​​Sonia Valcarcel, VisitScotland Regional Partnerships Executive)