It’s Liverpool campaign launched to unite city and explode myths and misperceptions

Today sees the launch of a major marketing campaign that aims to completely change the face of Liverpool - or at least what people recognise as the face of a modern city that still suffers from ingrained, “outdated perceptions.”

‘It’s Liverpool’ is the name of the marketing campaign, which, it’s being stressed, “is not a conventional marketing campaign.”

What it appears to be is a collective movement - a standard for public and private sectors to gather under - that will demonstrate what the city is all about - to residents, to businesses, to students, to potential investors, to the world.

It’s Liverpool calls on the whole city to collaborate and market what they love about their home and why they’re proud to be part of it (there’s an ‘I’m Liverpool’ strand to it for personal messages).

Liverpool City Council and Liverpool Vision are at the heart of the activity, but, as befits its ambition, it is a collaborative project that is also being driven by key city brands, institutions and investors.

Liverpool Football Club, Everton, BT, the city’s universities, Peel Holdings and Grosvenor are just some of the high profile supporters.

This sense of collaboration extends to the agencies behind the creative concepts and roll out. 

Aurora Media and Jon Barraclough and Company are behind the design and concept, Clarity Creation built the website (a site that is being pushed as “the portal for Liverpool”) and Kenyon Fraser are handling the PR.

Mocha produced the film for the push, which you can see here.

The campaign, part of the Liverpool Plan (a long-term vision for the city), is being revealed to the business community and civic leaders this morning. It will soon roll out across the city and is already up and running on social media sites such as Twitter and Facebook.

Organisations and businesses are being encouraged to feature ‘It’s Liverpool’ branding on their on and offline marketing.

Max Steinberg, Liverpool Vision’s chief executive, explained the thinking that lies behind the city’s “radical approach” to building a new understanding of its offer: “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.

“It is about inspiring and encouraging local businesses and individuals from every walk of life to ‘stand up’ for their city. 

“It is about spearheading unparalleled public and private sector collaboration in a time of extreme financial pressure, because we know we can achieve greater things when we work together. But ultimately it’s about being proud to shout about what an extraordinary city Liverpool is.”

He continued: “We are taking a very exciting and unique approach which involves the pooling of skills, resources and energy in order to achieve a common goal. 

“Importantly, this initiative has been facilitated by the public sector, but created to allow the private sector and the people of Liverpool more space to lead and shape the reputation and future of our city. 

“No other city is doing this, and whilst the campaign is certainly not a panacea for Liverpool, it marks a very important next step in Liverpool’s continuing renewal.”  

Cllr Joe Anderson, the leader of Liverpool City Council, added: “Today Liverpool is brimming with confidence, innovation, enterprise and dynamic creativity, and it is absolutely crucial that we continue to build on our hard work and achievements, and that’s what It’s Liverpool is all about. 

“By uniting and speaking with one voice for Liverpool, we can showcase to the world all that is wonderful about our great city, and I hope that everyone will join us in being part of this effort.” 

The campaign website also launches this morning. You can see that here www.itsliverpool.com 

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