ANNUAL REVIEW 2015

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A MESSAGE FROM THE DIRECTOR OF MARKETING LIVERPOOL

It’s been another significant and successful year for Marketing Liverpool.

Our focus on promoting Liverpool’s unique strengths as a visitor, conference, major event and business destination to global audiences has achieved some outstanding results in this financial year.

This 2015/16 annual review reflects on those successes and Marketing Liverpool’s positive impact as the city region’s Destination Marketing Organisation.

The visitor economy has never been stronger. It remains one of our most important economic sectors and we are continuing to see growth in visitor numbers, hotel occupancy and airport passengers and routes.

This is evidenced by the impact of the visitor economy and business tourism industries, which employ 49,000 people and generate £3.8 billion for the city region economy.

The sense of progress and momentum is now unmistakable. At the heart of that success is a collaborative approach that delivers results with real economic impact.

Our work to communicate the Liverpool brand, consistently and imaginatively, and to deliver many of this year’s big projects, campaigns and events has contributed to the city region’s strong performance. And we are also ready for the challenges ahead, which we’ll meet with the skills and expertise of the team at Marketing Liverpool.

We’re looking forward to another exciting year ahead.

CHRIS BROWN I DIRECTOR OF MARKETING LIVERPOOL

WE ARE MARKETING LIVERPOOL. WE PROMOTE THECITY REGION AS A GLOBAL DESTINATION FORVISITORS, CONVENTIONS AND INVESTMENT.

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Three QueensNational and international marketing campaign to attract visitors and media coverage for one of the city’s signature events

One Magical City A new campaign delivered on behalf of the city’s private sector that

unifies the city’s Christmas offer intoa memorable visitor experience

Mipim Delivered by Marketing Liverpool and funded entirely by private

sector partners, Europe’s largest property and investment event has become a flagship event for the city to promote its growing

reputation as an investment location

ExploreGB VisitBritain’s flagship event providing Great British &

Irish tourism specialists meet and do business with up to 300 hosted international travel buyers

from 40+ countries

Northern TourismGrowth FundPromoting the North of England as a destination to an international audience for events, business and visits

This isMarketing Liverpoolin action

Where can you find cosmopolitan citiesnext to stunning landscapes and some truly world class conference venues? Northern England. Meet the team at IMEX on stand F340 or visit northernengland.com/businessevents

First-rate events need world-class venues

Quayside, Newcastle & Gateshead

1. MIPIM Cannes stand2. One Magical City3. Northern Tourism Growth Fund4. One Magnificent City

BEST TOURISM ANDLEISURE CAMPAIGNNorthern Marketing Awards - Shortlisted for Cunard Three Queens campaign

MARKETING TEAM OF THE YEAR FINALIST M & IT Awards

BEST UK CONVENTION BUREAU M & IT Awards - Bronze Award

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Liverpool is a city with a world-class brand and a compelling story to tell. This year we’ve been working with our public and private sector partners to tell and sell that story globally.

In 2015/16, Marketing Liverpool has taken that vivid, compelling city offer to some of the world’s most important tourism, conference and business events to meet tour operators, airline representatives, conference organisers, potential investors and international media.

Here’s a snapshot of where we’ve been selling Liverpool this year.

IMEX March 2015, Frankfurt and October 2015, Las Vegas

International Meetings Exhibition - Americas worldwide conference for incentive travel, meetings and events

VEMEX October 2015, New York

Meeting North American Travel Media promoting Liverpool as a tourism destination

IBTM WORLD November 2015, Barcelona

International Business Tourism Meetings World - The leading global event for the meetings and events industry

BTTS March 2016, NEC BirminghamBritish Tourism & Travel Show -

UK’s domestic tourism industry event with over 3,000 top level travel buyers in

attendance including group travel organisers, coach operators and tour organisers

EXPLORE GBMarch 2016, Liverpool

VisitBritain’s flagship event where Great British & Irish tourism specialists meet and do business

with up to 300 hosted international travel buyers from 40+ countries

VIBE 2015October 2015, Liverpool

VisitBritain's International Business Exchange International exhibition, for the first time hosted outside London

MEETINGS SHOW UKJuly 2016, London

Premier event for the UK inbound and outbound meetings industry

ROUTES 2015April 2015, Aberdeen and September 2015, South Africa

Global event aimed at aviation route development

DBA September 2015, Mexico

Destination Britain Americas – Top tour operators from the America's meet

with the very best of British tourism

MIPIM CANNES & MIPIM UKMarch 2015, Cannes and October 2015, LondonWorld’s largest real estate exhibition, conference

and networking event gathering 21,000 international property professionals

A Global Perspective

NUMBER 4 IN THE TOP 10 EUROPEAN DESTINATIONS ON THE RISETravellers Choice Awards 2015 (Trip Advisor)

NUMBER 3 IN THE TOP 10 UK DESTINATIONSTravellers Choice Awards 2016 (Trip Advisor)

LIVERPOOL WATERFRONTwas voted England’s Greatest Place in December 2015, by the Royal Town Planning Institute

BEST UK YOUTH DESTINATION British Youth Travel Awards

DESTINATION OF THE YEAR - Seatrade Cruise Awards 2015

LIVERPOOL NIGHTLIFE voted 3rd on Rough Guides list of ‘things to do before you die’

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Showcasing The City

From international marketing campaigns to global media coverage, Marketing Liverpool has consistently and imaginatively promoted the city region to a range of new audiences.

Working across social and digital media, public relations, brand activations and promotional literature, Marketing Liverpool has been recognised for the quality and innovation of the city region’s marketing activity.

Here is some of our latest work which provide a snapshot of some of the marketing campaigns we produce to promote our City. Whether it be for our very own Liverpool Convention Bureau supporting some of our major conferences and events, or the Marketing Liverpool team producing award winning exhibitions, publications and digital assets, we are busy working to keeping our city’s vibrant messages loud and clear.

£1.2 millionIn revenue generated by Liverpool

Convention Bureau for hotels, venues and members

BEST CONVENTION BROCHUREMeeting Industry Marketing Awards - Bronze Award

8,000Room nights booked through Liverpool Convention Bureau

£4.1 millionWorth of media coverage was generated by

Marketing Liverpool

123Ambassadors have been recruited through Liverpool Convention Bureau

2.4 millionVisits to the VisitLiverpool website

BEST COACH DESTINATION 2015National Coach Awards 1. LCB Advertising Campaign

2. Visitor Guide, Travel Trade Guide, Venue Directory3. it's Liverpool App4. it's Liverpool Magazine5. Liverpool Festival City Brand

BEST PLACE BRAND OF THE YEAR Shortlisted at City Nation Place Awards

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IFB2016We will be responsible for the host city welcome and exhibition for the International Festival for Business 2016. After the success of 2014, 30,000 delegates will descend on our city in just three weeks for the world’s biggest business conference. LCB is the official accommodation booking service

LIVERPOOL BIENNIAL 2016Contemporary art from around the world showcased for 14 weeks across the city

EAIE 2016Europe’s premier meeting point for international academics will bring over 6000 higher educational professionals from over 90 countries to Liverpool in September

MIPIM CANNES & MIPIM UK Working with over 35 private sector partners. MIPIM has proved hugely beneficial and we will once again be present at the 3-day exhibition with our Liverpool stand and organise a significant number of key meetings with potential investors

LABOUR PARTY ANNUAL CONFERENCE 2016Back again after 2011, we will be working with organisers to promote the conference and ensure Liverpool is shown at its best, through meetings at venues, city signage and offering delegates the perfect welcome

DESTINATION BRITAIN CHINANovember 2016 we will be participating in VisitBritain's annual sales mission in Shanghai promoting the City Region to the Chinese Travel Trade

ONE MAGICAL CITY After the success of the 2015 event we will be once again co-ordinating the city’s Christmas campaign with private sector partners through our ‘One Magical City’ brand

2016/17BIG CITY BIG PLANS

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NEW RELATIONSHIPS, NEW OPPORTUNITIESOur partnerships with private sector companies and business organisations have increased and allowed Marketing Liverpool to undertake a range of marketing projects and campaigns on behalf of the city region. These include MIPIM, One Magical City and Routes 2015.

In July, our commercial team took over responsibility for Visit Liverpool membership of over 450 members including hotels, attraction and restaurants. We will work closely with partners to help and support the continued success of the visitor economy.

We would like to thank our partners for their on-going support and look forward working together in 2016/17.

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What they say about us...

The ‘golden square mile’ that is Liverpool’s Waterfront is currently the

best value for money in the UK ...

Irish Herald

Top notch bars and restaurants prove that this Mersey capital is looking forward to the future ...

Discover a buzzing city spilling over with handsome UNESCO World Heritage sites, world class events and an upbeat vibe ...

Liverpool is a fantastic mix of the old and new and a striking destination in its own right ...

Apart from art and culture, the city is bustling with fancy restaurants, shopping, nightlife and a thriving music scene ...

Liverpool is a magnificent city of history and culture ...

Tabi Salad, host of a popularJapanese celebrity travel TV show

See the rich industrial past, modern-day cultural institutions and the impressive

art collections featured in the city’s countless museums and galleries

Alef, United Arab Emirates

ANNUAL REVIEW 2015