Liverpool Culture Company opt for Finch
Liverpool based agency Finch have been appointed by the Liverpool Culture Company to produce the first national advertising campaign promoting Liverpool as European Capital of Culture in 2008 following a five-way pitch.
The campaign follows extensive independent research conducted throughout the UK highlighting that while the perception of Liverpool was improving, most people knew very little about the culture featured within the city.
The campaign focuses on a series of themes ranging in subjects from Liverpool\'s world-heritage waterfront to some of the city\'s more hidden treasures.
The campaign will be
The campaign will also include targeting ‘key outdoor positions’ in the South East and North West of England including the London underground stations and TV sponsorship. The campaign will break in May 2006.
Kris Donaldson, marketing director of the Liverpool Culture Company, said of the appointment: \"This is a really important step towards building momentum towards 2008. Finch\'s creative thinking was refreshing and demonstrated a clear understanding of what makes Liverpool unique in the people and the place.’’
Tim Crutchley, joint managing director of Finch, added: \"This is a really significant win for Finch against some tough national opposition. It comes with a lot of prestige, but more importantly a responsibility to deliver a first-class campaign. Being based in Liverpool encouraged us to go the extra mile whilst understanding the key issues.’’