Marketing Liverpool has launched a major new campaign aimed at attracting visitors to the city region this summer.
Using the tagline ‘Get away to it all’, the marketing campaign highlights the wonderful mix of indoor and outdoor which sets Liverpool apart from other destinations. It will form an important step in the recovery of the visitor economy, such a key sector for the city region.
Alongside the culture, attractions and food and drink people expect of a break in the city, it gives ideas for beach days, cycling adventures and walks, as well as exploring lesser-known gems.
Short films and photography showing the best of the city region have been produced which will be used as adverts on video-on-demand services and digital advertising targeted at potential visitors in areas such as Greater Manchester, Yorkshire, North Wales and the Midlands.
The campaign comes at a time of rocketing demand for domestic holidays, with recent research by VisitEngland showing 34% of correspondents intend to take a UK trip between July and September, and 35% from October onwards.
Chris Brown, Director of Marketing Liverpool, said:
“I think we all know how much pent-up demand there is to take holidays again, and a higher proportion of people will be choosing to do that without leaving the UK. We are very fortunate to be able to offer the best of city, coast and countryside within one city region, so we wanted to make that range of choice front and centre of the creative. We had a lot of first-time visitors last year following our Love Your Liverpool campaign, so we’re hoping for more new faces to come and see it for themselves.”
Donna Howitt, Place Strategy Director at Liverpool ONE and Chair of the LVEN Marketing Group, said:
“The last year has devastated the visitor economy, and this campaign will be a key step in helping the sector to recover. It’s encouraging that we are already seeing greatly increased footfall in the city centre, and many hotels are reporting high occupancy levels for weekends over the coming weeks. We now need to push on and attract more visitors, and this campaign has been designed to appeal to those who don’t live too far away but may not know the wide range of what’s on offer in the city region.”
Councillor Harry Doyle, Liverpool City Council’s Cabinet Member for Culture and Visitor Economy, said:
“This year is the perfect opportunity for domestic travellers to explore and experience places they have not yet visited on home turf. Liverpool is ready and open for business. We were delighted to welcome back our first cruise ship this week with domestic travellers wanting to explore everything our city has to offer. We know there is a long road to recovery post-Covid, but the city is ready to welcome back visitors and we’re doing everything we can to showcase it.”
The campaign is being delivered by Marketing Liverpool, and financed by VisitEngland’s ‘Escape the Everyday’ fund, which enables DMOs to deliver tourism recovery marketing. Liverpool has already been prominently featured in the national marketing campaign for Escape the Everyday.
You can download the campaign toolkit here.