Beneath Edinburgh’s Royal Mile is an ancient network of closes long used for ghost tours and home to myths and legends. The visitor attraction around Mary King’s Close had to compete with existing ghost tours and other attractions – so we needed to get it noticed and give it a unique positioning.

 

The attraction’s appeal is its authenticity – true stories from hard evidence – hence the ‘Real’ in the name. For a touch of the sensational, we created the spooky Ghostfest logo and unmissable floor graphics inviting visitors arriving by train to explore the mysteries below the city. The local, regional, national and international campaign also included bus sides and taxis, with TV ads during Edinburgh’s Festival.

 

In its first season visitor numbers were 84% higher than budgeted for, and the launch campaign was Highly Commended in the Museum and Heritage Show Awards for Excellence.