Grosvenor spends £2.5m on TV campaign

Liverpool One has launched a television advertising campaign starring animated versions of the Liver Birds.

The birds were 'brought to life' by advertising agency McCann Manchester. The advert aired for the first time on ITV Granada on Thursday evening.

Donna Howitt, Liverpool One's marketing director, said: "We wanted to create a campaign that reflects Liverpool One and the city as a whole. The Liver Birds are synonymous with Liverpool and were the perfect muse for the campaign.

"Since Liverpool One opened in 2008, we have seen continued year-on-year growth despite tough economic times and Liverpool is ranked in the UK's top five retail destinations. Because of the uniqueness of our offering here, we have become not just a regional but national and even international shopping, dining and leisure destination. The new campaign will reflect our distinct offering and personality through iconic symbols of Liverpool, the Liver Birds."

Set in the style of a vox-pop, viewers hear Liv and Liz during a day out in Liverpool One is interrupted by a TV crew seeking out their opinions on their love of shopping.

David Donaghue, managing partner of McCann Manchester, said: "When you look at most advertising in this category, it's at best vanilla, so we wanted to create something that really captured people's imaginations in the way that Liverpool One actually does. We have created a really engaging idea in Liv and Liz that Liverpool One, and only Liverpool One, could possibly own. They are stylish, cheeky, love shopping and having fun, and are the epitome of Liverpool One and the wider city."

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