New marketing campaign aims to attract short break visitors to Liverpool
The Mersey Partnership has launched a marketing drive costing more than £350,000 to boost the number of short break visitors to the Liverpool City Region over the summer and autumn.
Activity includes advertising on the London Underground and in national media titles, an online campaign, an events guide and visitor publications.
The advertising depicts Liverpool's diverse range of attractions and has appeared in national newspaper supplements and lifestyle publications including Condé Nast Traveller, Sunday Times Travel Magazine and The Mail On Sunday‟s You Magazine.
Two images which feature prominently in the campaign showcase major new attractions – the new Museum of Liverpool and the Tate Liverpool exhibition René Magritte: The Pleasure Principle, which continues until October 16.
TMP claims that on the day the national advertising campaign launched traffic to the VisitLiverpool site, redesigned by Rippleffect, increased by 35%.
Complementing the online presence is the 2011/2012 edition of the VisitLiverpool Visitor Guide, a 150-page free booklet produced by TMP. It features more than 300 tourism businesses, including attractions, hotels, bars and restaurants from across the destination.
TMP's visitor economy committee chair, Ian Ayre, said: “The new VisitLiverpool Visitor Guide is effectively the shop window for Liverpool City Region and everything the destination has to offer, and it is a vital tool in TMP's marketing activity.
"Potential visitors will use the guide to plan their visit before they arrive, therefore maximising the time they have here to ensure the best possible visitor experience.”
Approximately 100,000 copies are being distributed through hard copy and online channels, with translated editions for TMP's core overseas markets.
Other TMP marketing collateral includes the 2011/2012 Conference Portfolio and the Events Guide, around 8000 copies of which will be distributed at trade shows and to conference buyers and event organisers.
Councillor Joe Anderson, leader of Liverpool City Council and TMP board member, said: “Liverpool is a world class destination we are all pleased and proud to promote.
"It's important to raise awareness of what‟s on offer here as a vital part of changing out-dated external perceptions of the city. Liverpool has a powerful message and has terrific appeal to visitors.”