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A CLOSER LOOK AT LIVERPOOL CITY REGION’S NEW FILM TOURISM CAMPAIGN – THE ULTIMATE ‘ON LOCATION’ SETTING FOR INTERNATIONAL FILM FANS

LIVERPOOL CITY REGION (LCR) IS NO STRANGER TO THE SPOTLIGHT. AS THE MOST FILMED UK CITY OUTSIDE LONDON, THE REGION BOASTS AN IMPRESSIVE RESUME OF FILM AND TV PRODUCTIONS THAT HAVE CAPTIVATED GLOBAL AUDIENCES.

With a booming screen tourism industry, Visit Liverpool, in collaboration with Liverpool Film Office, has launched a new film tourism campaign titled ‘Liverpool. The Ultimate Setting’. This campaign celebrates Liverpool City Region’s rich cinematic history, while enticing film lovers worldwide to step into the scenes of their favourite productions.

We spoke with Visit Liverpool’s Marketing Manager Roz Lloyd, to explore the film tourism industry’s growing significance and impact on set jetting.

A CAMPAIGN BORN FOR THE SPOTLIGHT

“The purpose of ‘Liverpool. The Ultimate Setting’ campaign is to harness the rising trend of screen tourism, where visiting film and TV locations is now a leading motivator for travel to the UK,” Roz explains.

VisitBritain research underscores the appeal: 7 in 10 UK visitors have been to a film or TV location, and 1 in 6 travellers cite productions as a reason to explore outside London. Additionally, 9 out of 10 potential UK visitors express interest in places seen on screen.

Roz continues, “Liverpool City Region is perfectly placed to capitalise on this. Our iconic landmarks and streets have become stars in their own right, featuring in everything from Peaky Blinders to The Batman. It’s a chance to invite the world to see where the magic happens.”

BEHIND THE SCENES OF AN INFLUENTIAL CAMPAIGN

In October, ‘Liverpool. The Ultimate Setting’ marketing campaign welcomed influencers as part of VisitBritain’s global campaign. “We hosted three influencers each exploring Liverpool’s cinematic landmarks, with a specially created itinerary,” Roz shares. “They were blown away by locations like St George’s Hall and the waterfront. While time was short, their posts have showcased the city’s film heritage to new audiences.”

“Our research shows that films and TV shows are powerful draws for visitors and it’s great to see VisitLiverpool roll out the latest phase of its campaign, putting the city and region’s fantastic screen tourism offer in the spotlight. With Liverpool providing the backdrop, inspiration and setting for so many stories brought to life on the silver screen, film-loving visitors really are spoilt for choice! “It’s also timely with the launch of our international Starring GREAT Britain campaign, which sees Britain as the star of the show. Using films and TV shows as the hook we’re telling the story of our dynamic and diverse destinations including Liverpool, inspiring people to put themselves in the picture, discover more of Britain and book a trip right now.” Patricia Yates VisitBritain CEO

Supportive quote from Patricia Yates, CEO of VisitBritain

The campaign’s content suite goes further, offering something for every film enthusiast. Highlights include:

  • Interactive Maps: Pinpointing iconic film and TV locations across the region.
  • Step into the Scene: Encouraging visitors to recreate iconic moments at famous spots.
  • Reel Tours: Partnering with local experts for immersive experiences.
  • Engaging Blogs and Quizzes: Celebrating Liverpool’s cinematic history, actors, and productions.

“We’ve even hosted a new collaboration with an influencer from Dublin to attract Irish visitors, alongside working with Reel Tours and local film experts,” explains Roz. “The variety ensures there’s always something fresh and exciting to share.”

A STRATEGIC COLLABORATION WITH VISITBRITAIN

The campaign is part of VisitBritain’s Starring GREAT Britain campaign, which puts film and TV front and centre. “Our collaboration with VisitBritain has been invaluable,” Roz explains. “From working with their international teams to feeding into and enriching a global campaign launch, it’s been a learning experience and an incredible platform to amplify Liverpool City Region’s story.”

THE LOCAL IMPACT AND CALL TO ACTION

For Liverpool City Region, screen tourism is more than a trend—it’s a long-term opportunity. “We want local businesses to embrace this wave,” Roz emphasizes. “This could mean anything from promoting a link to a famous filming location to creating tailored packages for screen tourism visitors.”

Roz’s message to businesses is clear: “The greatest thing about Liverpool City Region isn’t simply the beautiful, cinematic locations and architecture – It’s the cast of incredible, passionate people that support and amplify our marketing messages globally. This is an audience that helps our region’s story be shared and seen all over the world. I encourage everyone who’s interested to check out the screen tourism landing page on visitliverpool.com to discover more about the region’s film and TV location opportunities.”

BE PART OF THE SCENE

Liverpool City Region isn’t just a stunning backdrop; it’s a star in its own right and the Liverpool Film Office team are always on hand to share their expertise and make any production – big or small – run as smoothly as possible. So, whether you’re a film production company, ready to take advantage of Liverpool City Region’s film and television offer or a visitor eager to explore iconic locations, there’s never been a better time to get involved.

LOOKING AHEAD

With VisitBritain’s campaign set to run for three years, Roz is optimistic about the future. “Screen tourism is now a core part of our destination offer, alongside music and culinary experiences. The momentum is unstoppable. More productions are choosing Liverpool City Region, and we’re already preparing for what’s next.”

Roz also hints at exciting future developments: “A major production is filming here now—details are under wraps, but trust me, it’s big!  I’m confident there will be a global interest.”

Let Liverpool City Region set the stage for your next big adventure!

Want to see more of Liverpool on screen? Stay up to date with the latest productions, industry news, and behind-the-scenes exclusives by following Liverpool Film Office. Visit www.liverpoolfilmoffice.tv for more information, and connect with us on Twitter/X, LinkedIn, and Instagram to explore the magic of filmmaking in Liverpool