Media Advertising for Tourism Recovery Campaign

The Campaign

Liverpool city region has been severely affected by the pandemic, particularly by Tier 3 in 2020 and the latest lockdown.

We anticipate significant local pent up demand to venture out (backed by national statistics) which has created an opportunity for locals to discover what there is to see and do on their doorstep.

We intend to:

• Deliver an inspiring and creative local consumer campaign over several weeks activity
• Use 100% digital advertising media (as stipulated by VisitEngland)
• Use a creative mix of social media, display, video, blogs, influencer generated content and digital press coverage etc
• Launch a new landing page on VisitLiverpool.com (as the call to action) featuring a selection of a minimum 10 bookable products and inspiring copy, images, itineraries etc
• Add further depth through inclusion of free tourism products and experiences
• Mirror the national Visit England Escape the Everyday campaign planned for later this year (Liverpool content will also be used in this)

We will also amplify the campaign through Marketing Liverpool's website VisitLiverpool.com, our own social channels and through our tourism partners channels.

Key Aims and Objectives

• Generate bookings and sales of product experiences through VisitLiverpool.com which can be attributed to the campaign (attractions, museums and galleries, tours and exhibitions)
• Develop overnight stays
• Contribute to Liverpool city region's tourism recovery
• Support Visit England's tourism recovery
• Amplify and extend the reach of the UK- wide Escape the Everyday campaign

Additional information:

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