Vision launches It’s Liverpool campaign

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

Your Comments

Read our comments policy

Dear Liverpool, It’s Not Broken, stop trying to fix it. Capital of Culture did that and it’s a great exciting place to be these days. Stop reminding people it was ever thus. Thanks

By Stan Boored

Announced in December 2010. Launched in September 2011. Manchester launches similar campaign within weeks. Why is Liverpool sooo…s l o w… zzzzzz?

By Liverpool resident

these things take so long so that all of these so called consultants and hangers on can make a few quid in fees etc via "grants" and such like… typical quasi public sector initiative – a few individual parties with their own interests and agendas to promote…can i jump on the bandwagon please

By cj

It’s a great pity you haven’t credited Aurora Media Ltd, the agency who came up with the whole concept of "It’s Liverpool", "I’m Liverpool" and who actually explained and introduced the concept and the thinking behind it, at the launch event today. You haven’t mentioned them at all!!

By Cath Daley

Related Articles

Sign up to receive the Place Daily Briefing

Join more than 13,000 property professionals and receive your free daily round-up of built environment news direct to your inbox


Join more than 13,000 property professionals and sign up to receive your free daily round-up of built environment news direct to your inbox.

By subscribing, you are agreeing to our Terms & Conditions and Privacy Policy.

"*" indicates required fields

Your Job Field*
Other regional Publications - select below