Member Article

Liverpool is where it’s AT for city branding

Liverpool is to be the location for a summit on innovative city branding between 25th and 27th June.

In February, the city was selected to be part of AT Place Brand project, a major initiative bringing together cities with a reputation for their expertise on place branding.

It came after the success of the It’s Liverpool programme. The goal of AT Place Brand is to share knowledge and exchange of best practice between these leading destinations, and also to provide funding to further boost city branding over the next 18 months.

The conference, part of the International Festival for Business (IFB 2014), will see around 45 delegates from around Europe come to Liverpool for a packed programme looking at areas such as integrated branding, strategy of visual communications and the importance of public/private sector partnership.

Delegates will hear from industry experts at a different city venue each day, beginning with the IFB Hub before moving to FACT and then the Everyman.

Chris Brown, director of Marketing Liverpool, said: “The team here is outward-looking and always keen to work with other destinations for mutual benefit, so to be selected for this pioneering group was very pleasing.

“As well as delivering an excellent programme over three days, we look forward to showing the delegates, some of whom will be visiting Liverpool for the first time, how vibrant the city is at the moment.”

Peter Finnegan, Director of the Office of Economy, International Relations and Research at Dublin City Council, said: “Every city needs to have its story told and heard.

“The story is the unique branding mark that each city has drawn from history and experience. AT brand will help us develop a toolkit that liberates cities from the tyranny of traditional marketing and branding and allows cities to communicate their brand narrative globally.

“This meeting hosted by Dublin’s twin city of Liverpool will really help the visiting cities begin the journey towards a radical new way of branding.”

This was posted in Bdaily's Members' News section by Simon Malia .