Liverpool feels the love for new destination campaign

Outside of St George's Hall with banners for the Grand National hanging down.

A brand new campaign has been launched which aims to cement Liverpool’s position as the best place to visit an event in the UK.


Liverpool Loves is a new city-wide campaign which will give visitors attending a major event a unique and exciting welcome, encouraging them to spend more time here and discover places and businesses which they might traditionally not have explored.

The initiative will demonstrate to performers, event organisers and promoters, along with anyone planning on attending an event, that Liverpool is the best city in the UK to do it.

Inspired by last year’s city-wide Eurovision takeover, businesses and local organisations – including restaurants, bars, tourist attractions, shops and hotels – are being encouraged to support the big moments in the city’s calendar, align their promotional campaigns and in doing so help create an electric atmosphere for visitors.

The first five events which will be part of the campaign are:

Liverpool Loves The Grand National – 11 to 13 April 2024

Liverpool Loves Comic Con  – 4 and 5 May 2024

Liverpool Loves Eurovision – 11 May 2024

Liverpool Loves Taylor – 13 to 15 June 2024

Liverpool Loves P!nk –  24 and 25 June 2024

For each event, new branding has been produced by Marketing Liverpool which can be used by all partners to welcome visitors. There will be free content and programming taking place in the city to increase dwell time, along with dedicated listings for fans on the VisitLiverpool website and an app listing the best deals and pop up artwork and activations across the city, so that fans can share their experiences across social media.

More information about Liverpool’s plans to become the UK’s capital of Eurovision will be announced in the coming weeks, with activities in place to complement the Malmo on the Mersey Grand Final Screening at the Exhibition Centre Liverpool on 11 May.

And, as it prepares to become Taylor Town in June when Liverpool welcomes the biggest pop star on the planet for three nights at Anfield, plans are also taking shape behind the scenes at Culture Liverpool to make the city a top location for Swifties. More on this will be announced in May.


Any business or organisation that wants to be involved should contact info@marketingliverpool.co.uk.


Liverpool’s Director of Culture, Claire McColgan CBE, said:

“The legacy of Eurovision has been well documented, but one of the most consistent pieces of feedback we received from visitors and residents alike, was the pride in seeing the whole city get behind the event and really elevate it to another level.

“We know last May was a unique moment in time for us all, but that recipe of bringing together organisations to embrace one event at a time is something we can replicate moving forwards to the benefit of the city and specifically the local culture and tourism industry.

“And it’s not just about giving the best possible experience to the visitor – campaigns like this put us on a pedestal and get us noticed by those decision-makers who are pivotal in deciding where major events take place. We have consistently demonstrated that Liverpool is a leader when it comes to staging events, but this is a competitive sector and we need to stand out from the crowd by going above and beyond what other cities offer.

“The key thing is we can’t do this on our own – we need the sector to get behind the Liverpool Loves campaign and help make the city really stand out in this competitive field. We’ve done it before with style, so with the experience of staging the best ever Eurovision under our belt, I can’t wait to see what can be delivered this year.”


Dickon White, Regional Director North West at The Jockey Club, said:

“We’re delighted that the Randox Grand National Festival is the first event to form a part of the new Liverpool Loves campaign, a very exciting initiative which will further highlight the very best of what Liverpool has to offer.

“Tens of thousands of people travel to the region every year to experience the Randox Grand National Festival, an event which offers three days of top-class sporting action paired with the very best in style, hospitality and entertainment.

“Our local community and the city of Liverpool are at the heart of everything we do and we see being a part of the Love Liverpool campaign as a great opportunity to continue to elevate this prestigious event alongside all of the other brilliant things that Liverpool has to offer.”