LIVERPOOL Vision is launching a brand new campaign today called It’s Liverpool, , which aims to communicate and accelerate Liverpool’s renewal, using a radical approach that invites all of the city’s sectors, businesses, communities and individuals to speak up for their city and challenge outdated perceptions.
It will help build Liverpool’s reputation as a modern, global city and a great place to live, work, invest, study and visit
Developed as a key part of The Liverpool Plan, It’s Liverpool is an initiative which involves a unique and unprecedented level of collaboration between the public and private sectors.
The Liverpool Plan concentrates on activities that provide a significant impact on Liverpool’s potential for investment, business activities, quality of life and visitor economy. By working as a team, stakeholders are taking advantage of its supporters’ core competencies and resources, and working together to maximise the impact of Liverpool’s forthcoming events. This approach allows the city’s private sector to buy into the concept of ‘Liverpool’ rather than one component of the city’s events programme.
All this work will now be complemented by a major campaign, which has been created and developed with a task force of key stakeholders from across the city.
It’s Liverpool explores both the rational and more emotive arguments about why Liverpool is a great place to live, work, invest, study and visit and will help people to explore and articulate what they love about Liverpool.
The campaign is being officially unveiled to the city’s key civic and business leaders at an event at Liverpool John Moores University this morning, with a keynote speeches from Max Steinberg, chief executive of Liverpool Vision, Cllr Joe Anderson, Leader of Liverpool City Council and Liverpudlian Olympic Medallist, Steve Parry.
Cllr Joe Anderson, leader, Liverpool City Council, said: “The launch of It’s Liverpool marks an exciting new chapter in Liverpool’s remarkable story as one of the greatest renaissances of any 21st century European city. Liverpool’s dramatic transformation demonstrates the unique possibilities true collaborations can bring, as we have already proved through successes over the past few years at the World Expo 2010 in Shanghai and as the European Capital of Culture in 2008. Liverpool is now seen by the world with fresh eyes.
“Today Liverpool is brimming with confidence, innovation, enterprise and dynamic creativity, and it is absolutely crucial that we continue to build on our hard work and achievements, and that’s what It’s Liverpool is all about. By uniting and speaking with one voice for Liverpool, we can showcase to the world all that is wonderful about our great city, and I hope that everyone will join us in being part of this effort.”
It has also received very strong backing from Ed Vaizey, Minister for Culture, Communications and Creative Industries.
He 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.”
Crucially, the campaign has the backing of many private sector companies and the city’s most influential organisations including the two premier league football clubs, BT, the universities and key investors such as Peel Holdings and Grosvenor. The sheer scale and range of support which the campaign has already received demonstrates that the vision of working together for the long term prosperity of the region is widely shared.
Max Steinberg, Chief Executive, Liverpool Vision said: “This is not just another short-term branding or marketing campaign, but part of a collective effort to tell the story of Liverpool’s renaissance that will endure for many years.
“It is about inspiring and encouraging local businesses and individuals from every walk of life to ‘stand up’ for their city. It is about spearheading unparalleled public and private sector collaboration in a time of extreme financial pressure, because we know we can achieve greater things when we work together. But ultimately it’s about being proud to shout about what an extraordinary city Liverpool is.
“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.”
The results of these innovative and dynamic collaborations are already bearing fruit. Liverpool is hosting the 2012 Global Entrepreneurship Congress after beating off competition from cities across the world. It is expected to attract politicians, economists and entrepreneurs from around the world to look at programmes and policies aimed at advancing entrepreneurship.
The city has also begun the second phase of its Embassy in London at the home of the former Royal Mint, near Tower Hill.
Over the coming weeks, the It’s Liverpool campaign will appear across the city, and all organisations, businesses, communities and individuals are invited to become involved.
With high profile brands such as Liverpool FC and Liverpool John Moores University already on board and carrying the branding on their websites and other marketing materials, the campaign’s messages will reach a wide national and international audience.
Ian Ayre, Managing Director, Liverpool Football Club, said: “Liverpool is a city of greats. It’s a city of great football, music, creativity and culture. It’s a city of great architecture, business, invention and enterprise. It’s Liverpool is about celebrating all of this greatness, and I would encourage every local business and organisation – however big or small – to get 100 per cent behind it in their support.”
Further information about the campaign, some surprising facts about Liverpool and a whole range of downloadable campaign resources for people to adapt and use are available now from the campaign’s new website at: www.itsliverpool.com
