To build on the success of Liverpool 2018

Transcript:To build on the success of Liverpool 2018:
To build on the success of Liverpool 2018 marketing campaign, Marketing Liverpool is undertaking a three-year domestic and international marketing campaign on behalf of the Liverpool Visitor Economy Network. CHALLENGE INSIGHTS CONCEPT Research is at the heart of the campaign and the creative strategy and concept is based on three simple and powerful insights: Liverpool. Do it Your Way is the city’s new destination campaign. It builds on the success of Liverpool 2018 and tells the story of Liverpool as a visitor destination to a global audience. The campaign captures the excitement, individuality and self-expression that visitors are seeking from a modern travel experience. It conveys the emotion of visiting Liverpool and elevates experience-led storytelling across all touchpoints. Real visitors as the heroes of the campaign, giving the personality to power Liverpool as a must-see destination for domestic and international audiences. By creating inspiring, imaginative brand experiences on paid, owned and earned platforms, the global ambition of the campaign can be realized. Travellers want to celebrate individuality, self-expression and living in the moment. Travellers want to more than a standard tourist experience and to convey a sense of adventure. Travelers want to share travel experiences and UGC has vital role in promoting a destination. To attract an extra 122,000 domestic and 101,000 overseas visitors by 2022. TARGETS To generate £23m (domestic) and £34m extra income from visitors. To attract 5 international conferences (2000+ delegates) and 6 ICCA conferences (500+) delegates. Our style guide is the starting point for all our visual communications and brand activations. We want to make sure you’re cool with how to use it. There are some rules, but not too many. STYLE GUIDE PARTNERS TONE OF VOICE SOCIAL MEDIA Our partners are diverse and represent the city’s entire tourism offer. From internationally recognised cultural organisations to small, independent retailers. The success of the campaign will depend on the active participation of our partners. We have created a shared drive where partners can post content that might be relevant for the campaign. It’s important that content is high-quality and reflects the campaign concept – celebrating individuality and self-expression. We cannot provide any guarantees that it will be used as part of the campaign. Our tone of voice is the same across all brand touchpoints. And that doesn’t change wherever we turn up – social, website, itineraries, blogs, email. We use inspiring, friendly, playful language, peppered with enthusiasm