Businesses in Leith and Newhaven suffered when this summer’s Princes St fire disrupted travel down Leith Walk.
Chastened by that experience, Leith hospitality businesses and shops have banded together to access Scottish Government support for a new campaign promoting their neighbourhood.
More by the Shore is funded through the £5 million announced by ScotGov to support recovery from the Princes Street fire, administered by the City of Edinburgh Council.
The campaign 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, who stressed that there is still time for businesses to get involved.
The Princes St fire on July 9 stopped trams running to Leith and Newhaven throughout the bulk of this year’s festival season, only resuming on 29 August.
Anna Lagerqvist Christopherson, owner of the Victoria Bar on Leith Walk, said: “When the trams stopped, our trade dropped by around 10% almost overnight.
“The convenience of the trams makes visiting Leith and Newhaven easy and the area is very much worth visiting,” she stressed.
“The trams 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.”
More by the Shore is laid out as a five-month campaign, featuring three main activations aimed at building ‘awareness, inspiration and demand’ for the range of local businesses and experiences offered by Newhaven and Leith, from the top of the walk down to The Shore and everywhere in between.
It starts with More by the Shore Specials, running from 1st October to 8th November, showcasing the unique dishes, drinks, products and experiences available in the neighbourhood.
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 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.
More by the Shore then moves into two further stages, covering the festive season, one of the busiest trading periods of the year, and January and February, traditionally the quietest.
Both of these stages will include a partnership with itison which sees Forever Edinburgh delivering a programme of 40,000 sponsored vouchers for use at participating businesses in the area.
Anyone spending £5 on a voucher will have their money doubled to receive a £10, and in the new year, Residents with an EH postcode can enjoy an enhanced voucher offering, spending £7.50 for a £15 voucher in return, with the cost of savings covered by the campaign.
Lothian Buses, Edinburgh Trams and JCDecaux are key partners in the campaign, with More by the Shore promoted across the city through bus and tram advertising and outdoor digital displays, alongside a full media campaign and new video and photography of the areas which will be shared for free with local businesses for use in their own marketing.
Leader of the City of Edinburgh Council, councillor Jane Meagher, 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.”
