CULTURE & OUTDOOR EUROPEAN CITIES MARKETING


Julia Amour at the European Cities Marketing spring meeting in Edinburgh


Digital drive to improve the ‘instagrammability’ of events and festivals


BY KEVIN O’SULLIVAN


Julia Amour, Director of Festivals Edinburgh, says technology will help enhance the experience of the modern festivalgoer


12 | EVENTSBASE | SPRING 2019 E


dinburgh’s festivals are set to be enhanced by an in- novation drive at the heart of a government-backed ‘City Region Deal’ – in a bid


to improve the ability of organisers to harness the power of audience data.


Sensors that capture the move-


ment of people around the city – through the so-called ‘Internet of Tings’ – will enable festival pro- ducers to gather useful information about visitors, understand crowd ‘flows’ and deliver a more con- nected experience, according to a senior festivals figure.


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