LIVERPOOL CITY REGION’S RECENT PARTICIPATION IN THE PRESTIGIOUS BORDEAUX FÊTE LE VIN HAS BEEN HAILED AS A RESOUNDING SUCCESS, POSITIONING THE CITY REGION AS A MUST-VISIT DESTINATION FOR INTERNATIONAL TOURISTS.
The event, which ran from 27th to 30th June 2024, offered Liverpool an exceptional platform to engage with a global audience, particularly the French market, and to redefine perceptions of the city region.
With an ambitious agenda to promote Liverpool City Region as the first stop for visitors to the UK, the event’s marketing campaign, delivered by Marketing Liverpool, was meticulously crafted and strategically executed. The results speak for themselves: the campaign exceeded expectations across multiple key performance indicators (KPIs), marking a significant win for the region’s tourism and cultural sectors.
Key highlights of the campaign included a robust social media strategy that delivered nearly 1.5 million impressions, far exceeding the estimated target. Additionally, the digital out-of-home campaign in Bordeaux achieved over 823,000 impressions, ensuring that Liverpool City Region was visible across the city throughout the festival. The involvement of French influencers, who collectively reached tens of thousands of followers, further amplified the campaign’s impact, creating a buzz around Liverpool’s cultural and culinary offerings.
INTERNATIONAL IMPACT AND STRATEGIC SUCCESS
Gary Robson, VisitBritain’s Europe Director, valued Liverpool City Region’s contribution to Britain’s international culinary reputation, commenting:
“Our partnership with Liverpool City Region has been hugely valuable in showcasing the best of British culture and culinary expertise to an international audience. Events like Bordeaux Fête le Vin support us to highlight the unique offerings of British destinations and Liverpool’s success at the festival demonstrates the growing global appeal of its rich cultural heritage and food scene. We look forward to continuing to collaborate and attract more international visitors to experience all that Liverpool City Region and Britain have to offer.”
Sue Finnegan, Commercial Director at Marketing Liverpool, reflected on the broader implications of the campaign’s success:
“Participating in an event of this calibre has solidified Liverpool City Region’s rising culinary reputation on the world stage. It’s about more than visibility; it’s about being truly understood and valued for our unique cultural identity. In today’s global tourism market, connecting meaningfully with international audiences is crucial, and Bordeaux Fête le Vin has been the ideal platform for that. The interest we’ve generated here highlights Liverpool City Region’s growing appeal as a top destination for fine dining.
“Our partnership with Visit Britain and the GREAT campaign was key to our success. As the first in-market activation supported by GREAT, their backing enabled us to deliver a compelling campaign that deeply resonated with our French audience.”
The Liverpool City Region exhibition stand, centrally located near the main entrance and popular zones such as the children’s area and music stage, drew significant footfall. The stand’s concept—a self-guided gallery featuring iconic images of Liverpool—proved a hit with visitors. The inclusion of QR codes leading to the VisitLiverpool website and competition entries generated over 1,400 scans, predominantly from French cities like Paris and Marseille, further highlighting the campaign’s reach.
MARKETING TRIUMPHS AND ENGAGEMENT
Roz Lloyd, Marketing Manager at Marketing Liverpool, provided strategic direction on the project’s marketing plan and expressed her enthusiasm for the campaign’s innovative approach:
“Our digital and on-the-ground strategies were crafted for lasting impact, and the results have been outstanding. With over 1.4 million social media impressions and engagement from more than 923,000 people, the response has been overwhelmingly positive. Our focus on authentic storytelling and showcasing Liverpool City Region’s culinary excellence has clearly resonated with our audiences.
“Collaborating with Séverine Tharreau, Gary Robson, and the Visit Britain team was crucial. Their support allowed us to position Liverpool City Region as a premier UK destination, providing the resources we needed to highlight our unique cultural and culinary identity on the global stage, enhancing our appeal to international visitors.”
HIGH-SCORING SATISFACTION
In addition to the event’s marketing report, a satisfaction survey was also conducted, where visitors to Liverpool City Region’s exhibition stand were asked to share their perceptions of Liverpool City Region. The survey highlighted several positive insights about Liverpool City Region and the UK. Notably, 73% of respondents strongly believe Liverpool has a thriving arts and culture scene, surpassing the UK’s overall rating of 55%.
Results also indicated that interest in future visits to Liverpool City Region is also high, with 82% likely to visit the UK and 55% planning to visit Liverpool City Region within the next 12 months. Additionally, 78% of respondents are likely to recommend Liverpool City Region to other tourists, showcasing the region’s strong appeal.
CULTURAL EXCHANGE AND CULINARY EXCELLENCE
Liverpool City Region’s presence at the event wasn’t just about promotion; it was a celebration of the city’s rich cultural tapestry, demonstrated by Marketing Liverpool’s ‘Field to Fork’ film shown below.
Notable figures like the Mayor of the Liverpool City Region, Steve Rotheram and Chef Patron of The Art School restaurant, Paul Askew played pivotal roles in Liverpool City Region’s Bordeaux Fête le Vin campaign, with Chef Askew curating menus that showcased the very best of Liverpool City Region’s home-grown produce at key events such as the Civic Welcome Lunch and the Travel Trade event.
The strategic focus on food and culture paid off, with more than 3,000 attendees at the Wine School on Liverpool Day, where guests experienced the unique pairing of local food with Bordeaux wines. This emphasis on culinary excellence was also reflected in the competition results, where more than 1,000 submissions were recorded, with the winner set to enjoy an immersive culinary holiday experience in Liverpool City Region.
LOOKING AHEAD
The success of Liverpool City Region’s campaign at Bordeaux Fête le Vin is more than just a momentary triumph—it is a clear indication of the city region’s fast-growing reputation as a food destination. As Marketing Liverpool looks to the future, there is a strong commitment to building on this momentum, ensuring that Liverpool City Region remains a top choice for international visitors who want to experience a rich and authentic food culture on their travels.
The event has not only enhanced Liverpool City Region’s reputation but has also opened new avenues for collaboration and cultural exchange, reinforcing the city region’s position as a leader in the global tourism industry.
For more information about Liverpool City Region’s presence at Bordeaux Fête le Vin, click HERE.
For more information about Food and Drink in Liverpool City Region, click HERE.