Liverpool Waterfront has appointed Weber Shandwick to raise awareness of its attractions, such as the Tate Liverpool and the Arena and Convention Centre.
Marketing is handled by Liverpool Waterfront Business Partnership CIC, who chose Weber Shandwick to handle PR after a three-way competitive pitch.
Sue Grindrod, director and chair of Liverpool Waterfront Business Partnership said: “Our ambition is to elevate Liverpool Waterfront to its rightful place on a world scale, known for its striking architecture and unique attractions.
“Weber Shandwick’s combination of global reach and local expertise ensures they are the right partner for us.”
The agency will now deliver a year-long campaign to drive visitors and businesses to the Waterfront, including media and digital activity in the UK and targeting overseas markets such as Spain and Germany.