From 2018 to 2024, colourful, cartoon ‘pop-art’ inspired superhero designs energised Liverpool Convention Bureau’s brand and identity. But we’re hanging up the cape and going in a more sophisticated direction for the foreseeable future. It’s the perfect time for a fresh new look, as we’re heading into a very busy period, with a bold new vision and an even brighter future.
LIVERPOOL CONVENTION BUREAU’S EXCITING YEAR
Liverpool Convention Bureau (LCB) has started the year with a series of important initiatives, aimed at positioning Liverpool City Region as a premier destination for conferences and business events. From unveiling a fresh, stylish brand to launching an informative Event Planners’ Guide, releasing an engaging promotional movie, and representing the region at international trade missions, LCB is making incredible strides in the events industry. Let’s explore what makes this transformation so timely.
The new brand, successfully launched in February and rolled out at high-profile 2024 events including International Confex in London, TMS Asia in Singapore, CHS Leeds and IMEX Frankfurt, has been well-received by delegates all over the world.
LEADING WITH PINK AND FOUR KEY PILLARS
At the heart of LCB’s rebranding is the vibrant and recognizable LCB pink, a colour that has become synonymous with the brand’s playful spirit and all-female team. Marketing Liverpool’s Senior Designer, Ian Slater and Campaign Marketing Manager, Sarah Jane Hewitt have been instrumental in developing this memorable branding over the years. Here Ian explains the rationale behind the rebrand.
“The brief was to create a brand that is impactful, confident, stands out in the crowd, has an organic and sustainable feel, and of course features pink. The new brand iteration not only retains the vibrant hue but also incorporates the four key pillars that we feel define LCB: People, Passion, Place, and Planet.
“The visual elements of the brand are designed to communicate this narrative. Each pillar—People, Passion, Place, and Planet—is depicted by an organic leaf shape. When these shapes come together, they form a four-pointed star, symbolising the brand’s unity and strength. This striking pattern decorates and wraps LCB’s communications, ensuring consistency and recognition across all platforms.”
LCB’s four key pillars: People, Place, Passion and Planet – Making Incredible Happen
AN ‘INCREDIBLE’ NEW STATEMENT
While pink is a dominant colour, the brand also features an extended colour palette representing the four pillars, with gold connecting to Club Liverpool and its Ambassador programme. This thoughtful colour scheme not only enhances the visual appeal but also reinforces the brand’s core values.
Lisa Owen, Marketing Liverpool’s Acting Head of Business Tourism is also enthusiastic about the new brand, adding:
“The team and I could not be happier with this new look. When you’re exhibiting all over the world and producing brochures and digital assets, it’s good to keep things fresh. Cities look to Liverpool to lead the way and we like to be forever innovating, because Liverpool City Region is always moving forward.
“The end result is a refreshed brand that embodies the essence of ‘Making Incredible Happen’ – LCB’s inspiring new strapline that underscores how our city region’s events professionals love to go that extra mile to make an event seamless and unforgettable.
“Now is the perfect time to implement this new look and feel. We have a series of new initiatives, events and marketing collateral coming out and this rebrand ties all these things together and provides the synergy and cohesiveness that we’re looking for.”
Let’s take a quick look at some of the exciting new things LCB has recently launched and has coming up later this year:
A COMPREHENSIVE NEW WEBSITE
Riding a wave of change, LCB’s new website is designed to make planning events and conferences easier and more intuitive. The user-friendly interface provides detailed information on venues, services, and the unique advantages of hosting events in Liverpool. For event professionals, this means a seamless experience when coordinating events, with all necessary resources and tools readily accessible online.
Liverpool Convention Bureau’s new website
Explore the new website here: LCB Website
‘LIVERPOOL CONVENTION BUREAU: THE MOVIE’
To showcase the diverse range of venues and the exceptional events hosted in the city region, LCB has produced an engaging promotional movie. This cinematic experience highlights the city region’s rich heritage, state-of-the-art facilities, and vibrant atmosphere that make the region a top choice for event planners.
Watch ‘Liverpool Convention Bureau: The Movie’ below:
THE 2024 EVENT PLANNERS’ GUIDE
LCB’s brand new Event Planners’ Guide is a treasure trove of new information on venues and services, all wrapped up in the lovely new branding. This comprehensive guide is an invaluable resource for marketing professionals, offering detailed insights into the best venues, accommodations, and event planning tips to ensure the success of any conference or business event in Liverpool.
You can also access the Event Planners’ Guide here: Event Planners’ Guide
REPRESENTING LIVERPOOL ON THE GLOBAL STAGE
LCB is not just making waves locally; they are also flying the flag for the region on the global stage. By participating in international sales mission and trade shows, LCB is showcasing Liverpool City Region’s capabilities and attractions to a wider audience, building valuable connections and driving more business to the city at upcoming events, including; VisitBritian Sales Mission Germany, IMEX America 2024 and IBTM World 2024.
Stay updated on the events LCB will be attending: LCB Events
IN SUMMARY
Marketing Liverpool believes that LCB’s rebrand creates a consistent and impactful identity, integrating core values into visual elements to ensure that the brand is not only visually striking but also meaningful and relatable. This cohesive approach is essential for building trust and recognition among stakeholders.
Coupled with recent activities and upcoming plans, this new look and feel underscore LCB’s commitment to excellence and innovation in the events industry. By embracing what makes LCB unique, offering comprehensive planning resources, and representing Liverpool City Region on the global stage, LCB is Making Incredible Happen!
Explore more about Liverpool Convention Bureau and start planning your next incredible event in Liverpool HERE.