Scotland, and in particular Edinburgh, is famous the world over for hosting the very best New Year’s Eve celebrations. A city known internationally for a commitment to bringing in every New Year with a seismic bang. Quite simply, Edinburgh’s ‘Hogmanay’ celebrations have now become a ‘global phenomenon’ in recent decades.
Never ones to shy away from a good old knees-up, we were ecstatic when Unique Events – the inspired team behind the official Edinburgh Hogmanay celebration since its inception way back in 1993 – approached us with a view to putting together an altogether different kind of party for Hogmanay 2015.
Working for the Scottish Government and Edinburgh Tourism Action Group (ETAG), the idea of ‘Blogmanay’ was instantly appealing. The premise of this campaign is as straightforward as it is inspired: to source a carefully picked handful of prominent Chinese bloggers and ask them to cover/promote Edinburgh’s Hogmanay celebrations. We then simultaneously launched a digital campaign on Weibo & We Chat encompassing Chinese social media tracking, management, bilingual content curation and the collection of Chinese social media analytics data.
The end-goal is to promote the Edinburgh Hogmanay event plus the wider attractions that Scotland has to offer to Chinese visitors. This also fits in nicely with the longer term view of supporting the Scottish Governments current 5-year initiative to strengthen engagement between the two nations; and we couldn’t be happier to be asked to be involved in such a momentous project!
Keep an eye out for results and a case study of the project early next year. Happy Hogmanay and we’ll see you in 2016.