‘It’s Liverpool’ brand launched
ECONOMIC development agency Liverpool Vision is launching a new city branding campaign called It’s Liverpool.
The campaign has been drawn up as the first strand of the Liverpool Plan – an initiative between public and private sector partners to better promote the city, which has the involvement of many of the city’s biggest businesses, its football clubs and its universities.
The campaign is being launched by civic and business leaders at an event at Liverpool John Moores university this morning.
Cllr Joe Anderson, leader of Liverpool City Council, said: “The launch of It’s Liverpool marks an exciting new chapter in Liverpool’s remarkable story as one of the greatest renaissances of any 21st century European city.
“Liverpool’s dramatic transformation demonstrates the unique possibilities true collaborations can bring, as we have already proved through successes over the past few years at the World Expo 2010 in Shanghai and as the European Capital of Culture in 2008. Liverpool is now seen by the world with fresh eyes.”
The campaign will point to statistics showing that Liverpool is the fastest-growing UK city outside London, with a major wealth management centre and an emerging reputation as a centre for low carbon technologies, digital creativity and advanced manufacturing.
It will also point to the fact that the city is the least expensive in the UK for office space, with typical rents around 20-30% lower than competitors.
The campaign also features quotes from prominent Liverpudlians, including Everton chairman Bill Kenwright, Tate Liverpool boss Andrea Nixon and former Tesco CEO Sir Terry Leahy, who argued that a lot still needs to be done to change perceptions of a city that “is no longer locked in its past but fiercely ambitious about its future and ensuring its prosperity.”
The campaign has also received backing from the Minister for Culture, Communications and Creative Industries, Ed Vaizey.
He said: “In my first year as Minister for Culture, I have visited Liverpool more than any other UK city, and these visits have largely been a result of its wonderful cultural offer.”
Max Steinberg, chief executive for Liverpool Vision said: “This is not just another short-term branding or marketing campaign, but part of a collective effort to tell the story of Liverpool’s renaissance that will endure for many years.”
Ian Ayre, managing director of Liverpool Football Club, said: “Liverpool is a city of greats. It’s a city of great football, music, creativity and culture. It’s a city of great architecture, business, invention and enterprise.
“It’s Liverpool is about celebrating all of this greatness, and I would encourage every local business and organisation – however big or small – to get 100 per cent behind it in their support.”
