Forever Edinburgh initiative aims to boost local businesses following Princes Street fire disruption.
A five-month campaign designed to attract more residents and visitors to Leith and Newhaven, from the top of Leith Walk through Leith, The Shore, and onwards to Newhaven, has now launched. Developed by Forever Edinburgh in collaboration with local businesses, the initiative responds to travel disruptions caused by the Princes Street fire.
The “More by the Shore” campaign aims to build awareness, inspiration, and demand among residents and visitors for local businesses and experiences in the area. It will feature three activations: More by the Shore Specials (1 October to 8 November), More by the Shore Sparkles (14 November to 3 January), and More by the Shore Savings (4 January to 28 February). A new illustration for the campaign has been created by local artist Kate George, who is based at Out of the Blue arts centre.
The first phase, More by the Shore Specials, has been curated by Forever Edinburgh to highlight unique dishes, drinks, products, and experiences available only on Leith Walk and in Leith, The Shore, and Newhaven. These include new offerings created for the campaign, alongside existing menu items and products, plus discounts, two-for-one deals, and added-value offers. Businesses participating in this stage 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.
As the campaign progresses, More by the Shore Sparkles will cover the festive season, incorporating a partnership with itison to deliver 40,000 sponsored vouchers, where those spending £5 on a voucher will receive £10. This phase will also feature festive content, a new hero winter lighting event, and local events. The More by the Shore Savings stage in the new year will extend the voucher scheme, exclusively for EH postcode holders, in partnership with itison and Forever Edinburgh’s Resident Rewards scheme. 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. This final stage will also introduce After 5, a content series promoting the area’s evening offerings, such as winter menus and live music.
The initiative is funded through £5 million announced by the Scottish Government in August to support recovery from the Princes Street fire, administered by the City of Edinburgh Council. Lothian Buses, Edinburgh Trams, and JCDecaux are key partners, with the campaign promoted across the city through bus and tram advertising and outdoor digital displays, alongside a full media campaign and new video and photography for local businesses.
The campaign follows the fire on Princes Street on 9 July, which led to trams ceasing operations to Leith and Newhaven until 29 August, causing a significant drop in footfall. It aims to support affected businesses and address perceptions that the area is difficult to reach. Trams operate from the city centre to Newhaven every 7 minutes, with journeys from Princes Street to The Shore taking around 17 minutes, and to Newhaven approximately 27 minutes. The bus network also provides direct connections from across the city.
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. 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.”
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Councillor Jane Meagher, Leader of the City of Edinburgh Council, stated: “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.”
Gaynor Marshall, Communications Director at Lothian Buses and Edinburgh Trams, added: “Lothian Buses and Edinburgh Trams are proud to support this campaign, encouraging residents and visitors to discover everything that Leith, The Shore and Newhaven have to offer. These vibrant destinations are home to a unique mix of attractions and independent local businesses, making them some of Edinburgh’s most exciting places to explore.”
More by the Shore is free for businesses to join, with around 30 signed up so far from over 50 expressions of interest. Interested businesses can find out more and sign up at edinburgh.org/corporate-and-media/visit-leith-and-newhaven-campaign-business-sign-up.
