It's Liverpool campaign aims to alter perceptions of the city

The campaign has been created and developed by a number of stakeholders, with PR being handled by Kenyon Fraser and a campaign website by Clarity Creation. Creative was led by Aurora Media and two films produced by Mocha TV, which were presented at the launch event and will run on the website.

It aims to explore rational and emotive arguments for Liverpool as both a place to live and work and highlight what many love about the city.

Max Steinberg, chief executive, 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.

“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.

“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.”