THE Grassmarket is to get an image makeover after traders hired a PR firm to help shed its reputation as a drinking haunt.

With the help of VisitScotland, local shops are investing more than £30,000 into the marketing campaign to persuade shoppers and tourists to rediscover the area.

The move has been prompted by fears that businesses will suffer once a £6 million redevelopment gets under way in September.

The project is designed to make the area more pedestrian-friendly, but business owners are concerned about disruption while the work is under way.

They are also keen to counteract the Grassmarket's image as a magnet for hard-drinking stag and hen parties.

The Grassmarket Area Traders' Association has won a £15,000 grant from VisitScotland for the campaign. It has also raised at least the same amount again through voluntary contributions and from the city council.

Edinburgh-based PR firm Niche Works has been appointed to run the campaign. The PR experts will produce a brochure to promote the Grassmarket, revamp the area's website, and are planning competitions and other special events.

They will also be issuing statements on behalf of all the traders once the work starts.

Matt Dale, who runs Mr Wood's Fossils and is on the committee of the traders' association, said it wanted to increase footfall by highlighting the area's collection of quirky shops and high-quality food outlets. Tourists as well as local residents will be targeted.

He said: "This is something on a scale we've not done before. We want to have a brand image of the Grassmarket as a place to go.

"We're trying to attract people to the Grassmarket area and to Edinburgh as a whole. We want to make people realise it's a great place to be. A lot of Edinburgh locals have forgotten about it and aren't aware of it as a place to go during the day.

"We've got visits from hotel staff to try to get people to know where to go and what to do. We'll also be running competitions, with prizes such as free meals or a stay in a hotel."

Mr Dale said many traders were concerned about the redevelopment, which will involve widening pavements and cutting the number of parking spaces.

He said: "They have assured us sections will be done at a time, and we're all hopeful it'll be worth it in the end. But we want people to know we're open for business.

"We've had some bad publicity in the past, but the nature of the area has changed over the past decade. It's still a place with a lot of pubs but it's also a place for the daytime".

Frank Glancy, the manager of Gerry's Newsagent, added: "It does have a problem with its image with late night drinking, but during the day it's a lovely place. There are actually a lot of wonderful shops, as well as some lovely pubs and restaurants. This is all about getting people to rediscover it."

Fiona Vernon, director of Niche Works, said it would be promoting the area as a "must-see" destination. She said: "The traders in the Grassmarket area offer a complete, and highly individual, destination to tourists and locals.

"A key part of our campaign will be raising the profile of what is Edinburgh's most unique and exciting shopping and lifestyle destination during the period of refurbishment and beyond."