Showcasing Edinburgh Style around the Quarter

Since its inception, St James Quarter has been a beacon for retail and lifestyle in Edinburgh. As part of their year round ‘moments’ strategy the Quarter successfully launched their STYLE event back in September 2023, to further cement their position as Scotland’s premier fashion destination. With STYLE back with a bang in March 2025, the challenge was to extend reach out with the quarter and capture ‘Edinburgh’s STYLE’. All while aiming for ambitious footfall targets and achieve visitation growth within key affluent target audiences.

With a full line-up including live fashion shows and beauty masterclasses, a considered media plan was required to reach inhabitants and beyond while generating a buzz.

A curated strategy was designed to tap into key ‘moments’ in the run up to the Edinburgh STYLE weekend. Touchpoints started in the run up to Valentines Day, with promotion and a competition on local radio. Precision geo-targeted digital display was rolled out alongside podcast activity targeting the key demographic within Edinburgh and the Lothians. Out of home added above the line creating standout across the city, alongside the year-round wrapped tram activity. The multimedia plan ensured the Quarter was front-of-mind for both locals and visitors to the city.

A premium partnership with Grazia spread the message across the UK, including presence at the event itself and featured a 4-page advertorial in their Luxe Issue. All supported by digital activity through Grazia’s social pages.

Shoppers got the memo and strutted straight to the Quarter. Footfall increased from the previous STYLE weekend by 4% with around 200,000 visitors, 47% of whom came specifically to the quarter for STYLE.

The media plan played a prominent role in the success of the event. A footfall study with our programmatic partner showed a 37% uplift in visitation rates for those who saw our campaign vs. those users who were not exposed. The partnership with Grazia alone delivered around 500,000 digital impressions, reaching almost 150,000 individuals.

When you tailor the right message, style it with the right media, and showcase it to the right audience, the results are nothing short of runway-worthy. We’re proud to have helped St James Quarter solidify themselves as the number one retail destination in Scotland.