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New campaign launches to sell Liverpool city centre this summer

A new campaign launches in Liverpool this week as Liverpool BID Company aim to drive footfall, showcasing activities and experiences in the city centre. Entitled ‘TOWN. Everyday. Everyone.’ the multi-channel campaign is designed to coincide with school holidays, the city’s cultural calendar and leisure time.

The creative features a combination of inspirational messaging and imagery, highlighting the rich and diverse experience available to visitors via Liverpool BID’s Levy Payers in retail, hospitality, culture and leisure. Curated photography illustrates real people, living and working in Liverpool, enjoying a range of experiences in the city centre.

Led and funded by Liverpool BID Company, hosted on VisitLiverpool platforms, the campaign creative is designed by Marketing Liverpool, media company The Guide will run an accompanying digital campaign and leading on video production, Bauer Media has led on the radio campaign which will run via Radio City and Greatest Hits Radio. Campaign photography is by Mark McNulty. Family focused brand @smallerexplorer and content creator @leepee25 features in the campaign.

Bill Addy, CEO of Liverpool BID Company describes what the team was looking for in the creative.

“Over the past two years, Liverpool footfall has been impacted by the Covid pandemic and we wanted people to see the opportunity for the city centre to add to their summer. The challenge for many people is to see what’s on offer in the city centre. We wanted to remove as many boundaries as possible to encourage people to perhaps try something new or to visit a familiar favourite”.

The interagency approach has been critical for the campaign.

“Our Levy Payers always do incredible offers during the summer months but we know, especially in the culture sector, that from Tate Liverpool to the Walker Art Gallery there is plenty to see for free. Working together in collaboration enables a citywide message that reaches people far more effectively”.

A hyperlocal campaign, ‘TOWN. Everyday. Everyone.’ primarily targets those living within a 30 minute drive of the city centre. Whether using public transport or their own car, the campaign talks to an audience within the Liverpool city region.

“It’s vital”, says Bill, “that we communicate with a local audience as much as a national one. We want people to feel happy and confident that the city centre has plenty to offer them and it is perfectly placed to create a great day out”.

The campaign will run across outdoor media, radio and digital channels, from mid July until September. Details of the campaign online are at visitliverpool.com/town.