WHERE TO DISTRIBUTE
The High Street Edinburgh’s High Street has traditionally become the hub of the Fringe, concentrated outside the Fringe Shop and spreading up and down the Royal Mile. You can expect to find yourself spending a lot of time here. Part of the Fringe phenomenon, the High Street in August is a bustling, densely populated and spectacularly colourful space filled with performers, flyer laden tourists and locals, rows of markets and performance stages (where you can book slots to ‘trail’ your show). All this makes it the perfect place for publicising your show. See the High Street section of the Fringe Guide to Doing a Show for more information.
Fringe venues Most Fringe venues will not appreciate you handing out print inside their venues unless your show is appearing there. Many performers do, however, flyer queues outside other venues in the hope of attracting crowds from a similar kind of show. Some shows will let you flyer their seats as well – but do make sure you ask them first!
Remember: Where there are tickets sold there are ticket buyers.
Other areas of Edinburgh Edinburgh’s city centre has a number of areas that attract crowds during August. The Mound and the paved area by the Royal Scottish Academy on Princes Street are popular areas of Edinburgh for markets and street performers, attracting large numbers of people. Princes Street is Edinburgh’s main shopping strip, and borders Princes Street Gardens (East and West), which are usually full of people picnicking or catching some sun. Bristo Square and George Square are also hubs of Fringe activity and Fringe crowds. (Your Fringe Programme has a map in it and you can also pick up free city centre maps across Edinburgh.)
Keep your eyes peeled for poster spaces in visitor attractions, cafes and restaurants, tourist information centres, hotels and guesthouses, bookshops, leisure centres, pubs etc. Always ask permission, but often, if they like your marketing
and you – they’ll put your poster up!
Fly Posting Fly posting is a criminal offence. People fixing posters to publicly owned spaces (walls, hoardings, windows of vacant buildings, waste bins, street lighting columns, traffic signal control boxes, bridge parapets, trees, stairways and so on) are liable for prosecution. Many of Edinburgh’s buildings are historical sites, which is what adds to Edinburgh being such an amazing festivals city. While these public spaces might seem to provide a perfect blank canvas for your poster, it is both illegal and irresponsible to fly post anywhere unless it is explicitly approved for Fringe posters.
We at the Fringe always like to help, but due to the sheer number of shows, you are not allowed to put your flyers in the Fringe Shop or in the Fringe Box Office.
Remember: Always seek permission before fixing your posters or you may find yourself slapped with a hefty fine
The High Street has several large columns temporarily placed along the street edges which are especially designed for Fringe posters. These columns grow in diameter with hundreds of layers of posters as the Fringe goes on. This means your poster will have a short shelf life, but don’t be disheartened, just get back out there with your sticky-tape and ladder.
Quantities The number of flyers and posters you need all depends on a few factors: the length of your run, who will be handing them out and, of course, your budget.
Discuss costs with your printer: sometimes an extra few hundred isn’t much more expensive when you’re already printing thousands. Just find the right balance for your budget. Remember that you’re the client, so ask as many questions as you need.
If you have room in your budget, display advertising could be another element of your marketing strategy. If you have a limited advertising budget, an advert in the Fringe Programme or edfringe.com is well worth it.
THE FRINGE GUIDE TO SELLING A SHOW REFERENCE