#UncoverEdinburgh Success for Edinburgh

That the Parliament welcomes the news that #UncoverEdinburgh has reached almost five million people across the world; notes that #UncoverEdinburgh is a digital campaign profiling Edinburgh as a top youth tourism destination; understands that the campaign, which received a £40,000 Growth Fund award from VisitScotland, had a total reach of 4.9 million across various social channels, generating over a million engagements; recognises that the partnership initiative was led by Youth Travel Edinburgh and supported by the Edinburgh Tourism Action Group and Marketing Edinburgh; further recognises that the campaign encouraged visitors aged 18 to 26 from key European markets to come to Scotland’s capital on a year-round basis by pairing an Edinburgh influencer with another with similar special interests from cities such as Barcelona, Paris and Amsterdam; appreciates that, by using Scotland’s 2018 Year of Young People as a platform, the year-long campaign brought 10 pairs of influencers to Edinburgh, who collectively created over 200 pieces of content; further appreciates that highlights from the campaign included an Instagram story by the architect and renowned photographer, Nicanor Garcia, which had an organic reach of over 200,000, and a video from the parkour athletes, Alex Schauer and Robert Griffith, which reached over 431,000 people and received 132,000 engagements, and considers that #UncoverEdinburgh has been a success in showcasing Edinburgh to visitors across the world as a top, year-round destination for young people.