Edinburgh has launched what its convention bureau calls a “world’s first” reward scheme for delegates visiting the city for a conference or event.
Launched at The Meetings Show UK in London by Marketing Edinburgh’s Convention Bureau (MECB), the Edinburgh Rewards card and its supporting App entitles delegates to special offers and exclusive extras from local restaurants, shops, bars and attractions.
The Edinburgh Rewards card features more than 55 venues and businesses, chosen by Marketing Edinburgh. Reward partners include Harvey Nichols, Galvin Brasserie de Luxe, The Scottish Whisky Experience and The Witchery by the Castle.
The first major convention to benefit from the Edinburgh Rewards card was the World Association for Infant Mental Health Congress 2014 (WAIMH) in June. All 1,700 delegates found the new Edinburgh Rewards card in their registration pack.
Hillary Bett, Head of Partnership & Business Development at Marketing Edinburgh, said: “From Edinburgh fashion institutions such as Helen Bateman shoes to quality restaurants like Chaophraya and Wedgewood, ensuring we had a strong cross-section of partners that reflected delegates’ wants and needs was essential.
“Business tourism makes a massive contribution to the local economy. 2013/14 was a record-breaking year for us, with MECB and our partners securing over 150 new conference bid wins that will generate over £90.1m for the city. The Edinburgh Rewards card is a way of giving something back to delegates and say ‘thank you’ to conferences for choosing Edinburgh as the host city.”
Caroline Russell, Senior Conference Manager at In Conference and event organisers for WAIMH 2014 Congress said: “Client response to the Edinburgh Rewards scheme has been phenomenal. Every conference we’ve approached with details of the new service has signed-up. Edinburgh is the first city I know of that’s introduced such a wide ranging and generous delegate rewards scheme. It’s incredibly innovative approach by Marketing Edinburgh and the quality and variety of businesses and offers profiled on the App are the perfect fit for the business tourism market.”
Edinburgh, which received a booking boost from the Commonwealth Games is the UK’s number one destination for international conference and events outside London. More than 60 per cent of delegates who visit the city on business say they plan to return as a leisure visitor within just two or three years.
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