National campaign aimed at city break tourists
A £350,000 advertising and marketing campaign devised by The Mersey Partnership is underway to increase the number of short break visitors to Liverpool over the summer and autumn.
The campaign includes 48-sheet posters on the London Underground and in national media, an online campaign, an events guide and visitor publications, plus specific initiatives to attract midweek visitors.
Funding for the campaigns has come from TMP Membership income, sponsorship, European funding and other sources, TMP said.
The campaign promotes Liverpool's cultural offering such as this summer's blockbuster show at Tate Liverpool, René Magritte: The Pleasure Principle, which continues until October 16, as well as the rejuvenated waterfront attractions such as the new Museum of Liverpool. Adverts have been placed in Condé Nast Traveller, Sunday Times Travel Magazine, the Mail on Sunday's You magazine and London Evening Standard's ES magazine.
A new 150-page Visit Liverpool Visitor Guide has also been published featuring more than 300 tourism businesses, including attractions, hotels, bars and restaurants from across the city region. The guide also has sections on England's Golf Coast and includes attractions across the city region, including Wirral, Sefton, St Helens, Knowsley and Halton, encouraging visitors to explore the wider destination.
TMP says Liverpool city region's visitor economy currently generates visitor spend of £2.8bn a year and is estimated to support approximately 41,000 jobs.