As part of the This is Edinburgh campaign, which Marketing Edinburgh is jointly funding along with the city council, locals were encouraged to share their hidden gems, personal recommendations and favourite spots throughout the city on Twitter, Vine and Instagram, using the hashtag #ThisisEdinburgh24 between 6am on Wednesday 22 July and 6am the following day.
It says there were more than 5,000 posts, which reached an estimated 1.3 million individual Twitter users. The social media team at This is Edinburgh were on duty around the clock to retweet posts and encourage others to get involved.
The hashtag was the city’s number one trending topic for the majority of the day, also reaching number three in the UK’s top trending lists.
Tweets were sent about a variety of attractions and events from well-known monuments and walking routes to cafes and bars, to a Lionel Richie concert being held that evening. The recommendations will be fed into new itineraries and blogs on the This is Edinburgh website.
John Donnelly, chief executive of Marketing Edinburgh, said: "The aim of the campaign was to get people talking, sharing their favourite hidden gems and photos of the city. I’m pleased to say that the most noticeable thing that came across was the sense of pride locals have for this beautiful city.
A video of highlights from the day has been posted on YouTube, while Twitter users showed their appreciation for the campaign.
Picking up lots of great Edinburgh recommendations today thanks to #thisisedinburgh24 - though I might need a week there to fit them all in!— Julie Penfold (@Julie_Penfold) July 22, 2015