Etihad Airways is backing a £100,000 global digital campaign to attract international students to study in Edinburgh.
The carrier, which runs five direct flights a week to the city from its Abu Dhabi hub, is acting as a partner in the six-month drive to prompt student enquiries and applications from Malaysia, Saudi Arabia and Thailand.
A series of videos giving prospective students a insight into student life in the Scottish capital, will feature on a dedicated microsite edinburgh.org, bolstered with geo-targeted digital and social advertising in the three countries identified as growth areas.
The student population, which accounts for 12% of Edinburgh residents, is seen as a significant driver of revenue for the local economy by Marketing Edinburgh.
The campaign unites all four of Edinburgh’s universities under one proposition with the aim of attracting new international students to the city.
Heriot-Watt University, The University of Edinburgh, Edinburgh Napier University and Queen Margaret University are involved.
Marketing Edinburgh, chief executive John Donnelly, said: “As the destination marketing office for the city, it’s our role to bring likeminded businesses together to collectively showcase Edinburgh as one of the world’s best places to live, work, study and invest.
“We are known for world-class teaching, but the standard of living is just as crucial for those considering where to study.
“From our history and heritage to our beautiful green spaces and thriving cultural scene, students are sold on the city as much as its academic offering.”
Etihad Airways UK general manager, James Harrison, said: “Edinburgh has a strong reputation for business and leisure travellers on our global network and that has developed over a short space of time as the airline continues its second year of operation from the Scottish capital.
“We already fly thousands of people in and out of the country every year and the student population has been a very strong market for us.
“We have comprehensive coverage to many of the target markets for universities, such as Thailand, Malaysia and Saudi Arabia, and we’re keen to welcome more guests onto our flights allowing them to access the first class education facilities in Scotland.”