Fab Four feature in US media campaign

Liverpool’s Beatles heritage is the star of a new campaign with the US’s largest satellite radio company.

Cavern City Tours, which owns the Cavern Club and operates the Magical Mystery Tour, brokered a major deal with New York-based SiriusXM.

It will see the broadcaster promote the city’s tourism offer on behalf of its Beatles Industry Group – which includes The Beatles Story, Hard Days Night Hotel, Magical Beatles Museum, childhood homes and Marketing Liverpool.

With more than 33 million subscribers and in excess of 50 million weekly listeners in North America, SiriusXM is one of the world’s largest subscription audio companies.

The campaign will run until January and incorporates on-air promos across multiple SiriusXM channels (including The Beatles Channel), a dedicated page on the SiriusXM website, social media posts, and inclusion in SiriusXM’s email newsletter, which is sent to more than 18 million subscribers across the US.

There will also be a competition to win a visit for two to the city to follow in the band’s footsteps, which has already attracted tens of thousands of entries shortly after launching.

Bill Heckle, director of Cavern City Tours, said: “Liverpool is extremely popular with American visitors, many of whom come because they’re huge fans of The Beatles and want to see where it all began.

“We see this day in, day out at the Cavern Club and on the Magical Mystery Tour, and SiriusXM has its own dedicated Beatles channel because the band’s music remains so in demand in the US.

“To celebrate the 50th anniversary of the White Album, we are launching this campaign in the US to promote the city and offer one lucky pair the opportunity to visit Liverpool for a packed five days.”