Marketing Edinburgh has ‘taken the helm’ of the city’s Clipper
Round the World Race entry as it prepares to bring the best of
Scotland’s capital to the attention of more than 41 million
people across the globe through a promotional campaign around the
city’s yacht and its extraordinary crew.
Using the world’s longest ocean race to promote the city as a
dynamic destination to visit, invest, live, work and study in,
Marketing Edinburgh will welcome
52 crew members on-board the Edinburgh Inspiring Capital across
various legs of the race including a mum and son from Edinburgh, 18
transplant patients and professionals including a double lung
transplant recipient and even a hairy ‘Hielan
Coo’ - Hector.
Leaving Southampton on 31st July and travelling 40,000 miles to
14 ports over twelve months, including New York, Singapore and Cape
Town, the diverse group will help to represent the city in a series
of interesting ways, from social media updates,
to on-shore events at select stopover ports.
“This is a tremendous opportunity to engage with a
massive worldwide audience and to illustrate, in certain carefully
chosen stopover ports, the excellence that the city has to
offer to those with investment interests.” said Lucy Bird, CEO
of Marketing Edinburgh. “We will be working hard to promote
Edinburgh’s profile in specific markets throughout the race,
attracting the interest of the international business community,
students and visitors. We wish the crew the very best of
luck.”
The city’s inaugural entry to the race in 2009 brought worldwide
media coverage worth more than £10 million to the city of
Edinburgh. Participation in Clipper 11-12 has been made possible by
support from a number of partners including Kinloch
Anderson who donated all the kilts for the crew - and our
piper!
This is Marketing Edinburgh’s first international campaign since
the organisation was established in June 2011.
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