After the Princes Street fire in July, The Scottish Government agreed to make £5 million available to help Edinburgh recover from the economic interruption which resulted.
This was particularly relevant to the local businesses in Leith and Newhaven which were cut off for several weeks as the tram from Edinburgh Airport was unable to get further than the West End stop.
The government monies are to be applied to three separate strands: More By The Shore Specials from 1 to 8 November, More By the Shore Sparkles from 14 November to 3 January, and More By The Shore Savings from 4 January to 28 February.
A local artist, Kate George, has created a new illustration for the campaigns some of which will be delivered through an ItisOn voucher scheme. Otherwise “participating businesses will benefit from campaign content, digital promotion, social media and wider marketing activity”.
There will be a range of offers and deals available throughout the next few months in a bid to attract business to Leith where all local companies suffered a loss of business, but particularly those in the hospitality sector. The aim is to increase footfall in Leith and Newhaven by encouraging people to visit during the autumn and winter, using all forms of public transport to get there.
Gaynor Marshall, Communications Director at Lothian Buses and Edinburgh Trams, said: “Lothian Buses and Edinburgh Trams are proud to support this campaign, encouraging residents and visitors to discover everything that Leith, The Shore and Newhaven have to offer. These vibrant destinations are home to a unique mix of attractions and independent local businesses, making them some of Edinburgh’s most exciting places to explore.
“Whether travelling by bus or tram, visitors can enjoy a convenient, seamless and sustainable journey, connecting them directly to the heart of the area. Through this partnership, we hope to inspire more people to leave the car at home, explore more of the city, and enjoy all that these thriving communities have to offer.”
Anna Lagerqvist Christopherson, owner of the Victoria Bar on Leith Walk, said: “When thetrams stopped, our trade dropped by around 10% almost overnight. The convenience of thetrams makes visiting Leith and Newhaven easy and the area is very much worth visiting. Thetrams are back and there’s a lot happening here this autumn and winter, with Cocktail week in October, Victoria’s 20th Anniversary Month in November and some Scandinavian Hygge in December and January. Now’s the time to come and see us.”
The campaign funding will pay for “media activity and a suite of engaging content, to showcase the areas’ incredible mix of hospitality, leisure, retail and independent businesses and encourage visitors and residents alike to come down and visit”.
More By The Shore Specials
The first stage of the destination management campaign, More by the Shore Specials, has been curated by Forever Edinburgh to showcase the unique dishes, drinks, products and experiences which are only available on Leith Walk and in Leith, The Shore and Newhaven. Some have been created for the campaign and others already on their menus and shelves, alongside discounts, two-for-one deals and added-value offers.
Businesses taking part in the campaign include Leith Makers, The Royal Yacht Britannia and Fingal Hotel, Victoria Bar, The Scotch Malt Whisky Society, Loud & Clear, Pekoe Tea, Portal Leith, Griffen Fitness and Qupi Café.
Details of all the Specials, and where to find them, are at on the Forever Edinburgh site here.
Cllr Jane Meagher, Leader of the City of Edinburgh Council, said: “I am delighted to see the campaign launching, promoting the fantastic shops, restaurants, bars and other businesses in Leith, the Shore and Newhaven. I know that businesses in these areas were severely affected by the disruption following the Princes Street fire, at a time of year that they usually rely on for an increase in sales. It is only right that we do all we can to help these businesses get back on their feet – which is why a large portion of the Scottish Government funding package has been set aside to support this.
“The campaign aims to encourage more people to visit and spend money in these wonderful areas of the city. From exclusive products, offers and discounts and special events, there’s something for everyone. We’ve worked with, and listened to, local businesses to bring the campaign to life, which I’m pleased to say will run all the way to the end of February.”
Gaynor Marshall, Communications Director at Lothian Buses and Edinburgh Trams, said: “Lothian Buses and Edinburgh Trams are proud to support this campaign, encouraging residents and visitors to discover everything that Leith, The Shore and Newhaven have to offer. These vibrant destinations are home to a unique mix of attractions and independent local businesses, making them some of Edinburgh’s most exciting places to explore.
“Whether travelling by bus or tram, visitors can enjoy a convenient, seamless and sustainable journey, connecting them directly to the heart of the area. Through this partnership, we hope to inspire more people to leave the car at home, explore more of the city, and enjoy all that these thriving communities have to offer.”
More by the Shore is free for businesses to join. Around 30 have signed up so far from 50-plus expressions of interest and outreach by the Forever Edinburgh team. There is still time for businesses to get involved – businesses interested in taking part in any or all activations can find out more and sign up at http://www.edinburgh.org/corporate-and-media/visit-leith-and-newhaven-campaign-business-sign-up
