Liverpool’s world class cultural offering is under the spotlight in a new marketing campaign to bring more visitors to the city.
Liverpool City Region Local Enterprise Partnership (LEP), which encompasses the City’s Region’s Tourist Board VisitLiverpool, has joined forces with VisitEngland to launch a major new cultural city campaign alongside other destinations in England.
The campaign focuses on the rich and varied cultural activities on offer in Liverpool City Region from the stunning Waterfront, part of the City’s UNESCO World Heritage Site, award winning theatre, music and literature to world-class museums and galleries as well as a wealth of events and festivals taking place around the year.
The call to action on the campaign is to the official destination website, http://www.visitliverpool.com/.
Duncan Frazer, Commercial & Marketing Director at Liverpool City Region LEP, said: “With our spectacular Waterfront, buzzing restaurants, hip hotels and trendy bars, fabulous shopping, and our world class museums and galleries, Liverpool has one of the strongest destination offers outside London. The City Region appeals to visitors from both the UK and overseas as a lively city break with an exceptional, world class cultural offering.”
A key partner supporting the campaign is Albert Dock.
Peter Cronin, Business Development Manager, Albert Dock Estates said: “It’s great to see Albert Dock highlighted as a key part of Liverpool’s waterfront and the city as a whole. I look forward to seeing the campaign when it’s rolled out and to welcoming more visitors.”
The campaign incorporates a range of national online, broadcast and print elements in partnership with network radio stations Classic FM and Gold FM, as well as The Guardian, The Daily Mail and Mail on Sunday.
There is also a substantial programme of digital and social media activity, including Facebook competitions, video content, and a dedicated section on visitengland.com www.visitengland.com/morecultural.
James Berresford, VisitEngland’s Chief Executive, commented: “This exciting campaign is one of several launching this year with the aim of growing tourism in England. Starting in time for the run up to the busy February half-term and Easter period, the campaign promotes some of England’s most exciting cultural destinations. This is a great example of the industry working in partnership to stimulate tourism and grow jobs throughout the country.”
This new marketing activity is part of VisitEngland’s three-year investment project called ‘Growing Tourism Locally’. Funded by £19.8million from the Government’s Regional Growth Fund, the project aims to generate £365million in additional tourism spend over the 2012-15 period and inspire more UK residents to take more holidays and short breaks at home.
The project aims to stimulate local employment to create jobs in the tourism sector by 9,100 over a three-year period to March 2015.