Liverpool Vision is launching a campaign today that aims to promote the city as a modern, global city and a great place to live, work, invest, study and visit.
Vision, the economic development company for the city, said the campaign, known as It's Liverpool, was developed as the first expression of a promotional strategy aimed at selling Liverpool nationally and internationally, which it announced in December last year.
The strategy, titled the Liverpool Plan, has been led by Vision alongside partners from Liverpool City Council, Liverpool University, Liverpool John Moores University, National Museums Liverpool and Chamber of Commerce.
Vision said the It's Liverpool campaign is being developed with "a task force of key stakeholders from across the city" and collaboration between the public and private sector has helped towards bringing events like the 2012 Global Entrepreneurship Congress to the city.
It's Liverpool is being officially unveiled to civic and business leaders at an event at Liverpool John Moores University on Thursday morning, with speeches from Max Steinberg, chief executive of Liverpool Vision, Cllr Joe Anderson, leader of Liverpool City Council and Olympic bronze medallist Steve Parry.
It's Liverpool follows the launch in August of the I Love Manchester campaign spearheaded by Marketing Manchester with widespread private and public sector support to counter images from the civil unrest on Tuesday 9 August.
Ed Vaizey, minister for culture, communications and creative industries, is also backing the campaign, as well as private sector companies and the city's two football clubs, Liverpool and Everton FC, BT, the universities, Peel Holdings and Grosvenor.
Vaizey said: "In my first year as Minister for Culture, I have visited Liverpool more than any other UK city, and these visits have largely been a result of its wonderful cultural offer. Not only can Liverpool boast a world class gallery in the Tate, it also houses a number of excellent museums and a hugely respected contemporary art biennial. The newly refurbished Everyman and Playhouse will be a freshly polished jewel in an already impressive cultural crown.
"A great cultural offer not only gives any city a sense of identity, it also helps to make it a much more attractive proposition in which to live, work and study. I would like to give the Liverpool Plan, which is an excellent example of public-private partnership, my full support. I'm certain that as the city continues to thrive, I will be paying it a great deal more visits."
Max Steinberg, chief executive of Liverpool Vision, added: "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."
Over the coming weeks, Vision said the It's Liverpool campaign will appear across the city through various marketing materials and on the websites of Liverpool Football Club and Liverpool John Moores University.
Further information about the campaign and how to get involved is available from the campaign's website www.itsliverpool.com