Liverpool City Region’s ‘Taste Liverpool’ campaign, developed by Marketing Liverpool, in partnership with Gingerhead, has exceeded all expectations, firmly establishing Liverpool City Region as a premier food and drink destination.
The region’s fast-emerging gastronomic delights have captivated visitors and critics alike, culminating in an impressive influx of tourists and unprecedented digital engagement.
Held from January to April this year, the collaborative, city-wide project brought 120 restaurants and eateries together, under the banner of ‘Taste Liverpool’ – working to unite the sector and promote the city region as a fantastic option for visitors and residents seeking a truly amazing choice in quality food venues.
Taste Liverpool celebrates the city’s diverse and dynamic food scene, positioning Liverpool City Region as a top culinary destination, attracting visitors from across the globe to experience its unique gastronomic offerings.
Paul Askew, Chef Patron of the Art School Restaurant and culinary representative on Liverpool City Region’s Visitor Economy Partnership, said:
“I couldn’t be happier with these results. The success of the ‘Taste Liverpool’ campaign is testament to the city region’s fantastic reputation as a gastronomic destination and reflects the collaborative spirit of our culinary community. Despite a tough climate, the Liverpool City Region continues to further its culinary art and ambitions and the quality and choice is ever-growing.
“Across this region we are proudly growers, makers and innovators. We care deeply about food, drink and hospitality and we are exceptional hosts to our very core. These qualities are essential ingredients if you want a well-deserved place on the international culinary map.”
Pam Carroll, Head of Marketing at Marketing Liverpool, added:
“Truly experiencing the food culture of a destination is an incredibly important part of what makes a holiday great. The success of this campaign is a clear indication of Liverpool City Region’s great potential as a leading culinary destination.
“We hope the annual ‘Taste Liverpool’ campaign will continue to shine a spotlight across the region’s hospitality sector through ongoing communications and strategic marketing efforts.”
Marketing Liverpool’s ‘Taste Liverpool’ campaign was designed to showcase both the sheer variety and exceptional quality of the region’s culinary offer, following the news that Time Out has ranked Liverpool as one of the top 20 cities for food on the globe, and the only British city to reach the top 20, just missing out on 10th place.
Top-Level Findings:
- Visitor Surge: More than 905,000 visitors experienced the campaign, far surpassing the initial target of 150,000.
- Digital Engagement: A staggering 492% increase in social media engagement per post.
- Online Presence: Food and drink pages ranked 4th in popularity with 600 daily visitors.
- Brand Reach: More than 61 million people actively engaged with the campaign.
- Regional Involvement: 120 venues across the region were featured.
The campaign’s comprehensive approach included a vibrant mix of online and offline activities, from engaging social media content and influential blog features to eye-catching out-of-home advertising and targeted Google ads. These efforts collectively elevated Liverpool’s food scene, capturing the attention of a diverse audience.
Campaign Highlights:
- Social Media Triumph: The campaign’s social media strategy yielded an impressive 10.7 million impressions and a reach of 7.7 million. Organic video views hit 2.9 million, with a remarkable 400% net growth in audience.
- Website Traffic: The VisitLiverpool website saw a significant boost, with total unique visitors reaching 1,296,000 and page views surpassing 2 million. The food and drink section, in particular, saw visits soar from 3,008 to 127,771.
- Press and PR Impact: Extensive media coverage included top-tier mentions in Time Out, Daily Mail, The Telegraph, CNN, and Waitrose Magazine, among others, generating 868 million potential impressions.
The ‘Taste Liverpool’ campaign was bolstered by strategic partnerships with regional venues and influencers, enhancing the campaign’s authenticity and reach. These collaborations ensured a diverse representation of Liverpool’s culinary offerings, from local favourites to hidden gems.
For more information on Liverpool City Region’s food culture, upcoming events and attractions visit visitliverpool.com
For more information on Gingerhead visit wearegingerhead.com