Member Article

Liverpool TV ad hailed as success for tourism

Liverpool’s tourist board says recent television advertising has spurred a ‘huge upsurge in interest’ in the city.

Statistics released by Liverpool City Region Local Enterprise Partnership, show the region has received a boost from the 10-second advert.

It ran for one month and featured the Liverpool skyline, including St George’s Hall and the Museum of Liverpool, as a way of introducing people to the destination, highlighting the destination’s culture and heritage offer through classic and contemporary landmarks and attractions.

The Liverpool advert was broadcast in terrestrial areas outside of the Granada region to maximise interest, and also across a number of digital channels.

It was part of the wider VisitEngland’s GREAT 2012 national TV campaign, including offer activity running until December.

Duncan Frazer, Marketing and Commercial Director for Liverpool LEP, commented: “The impact of the TV advert campaign has been phenomenal, we are thrilled with the results.

“Television advertising is a powerful tool and we are delighted that we have been able to be part of the wider VisitEngland national TV ad campaign, strengthened further by our own Liverpool specific advert.

“We felt it was important to show some of our key assets – and this definitely struck a chord with audiences and changing people’s perceptions.

“The upsurge in interest in the destination shows that the advert is attracting new visitors or possibly those who have not visited the destination for a long time and are keen to rediscover all we have to offer – and they certainly won’t be disappointed.

“As the Tourist Board, we are continuing to work hard to keep this momentum going and we are able to do so by working in partnership and with the support of our Member across Liverpool City Region.”

The news follows three other positive announcements for the destination, including Trip Advisor travellers voting the city as the 3rd best UK destination; Liverpool in the top 5 UK destinations for overseas visitors according to the International Passenger Survey; and Liverpool named as Coach Friendly Town/City Of The Year 2012 at the Coach Tourism Awards.

This was posted in Bdaily's Members' News section by Tom Keighley .