Media Advertising Visit England Escape the Everyday Tourism Recovery Fund (Round 2)

VisitEngland, as the tourism delivery partner for the GREAT Campaign, launched in September 2020 the UK-wide domestic marketing campaign, Escape the Everyday. The campaign aims to support the UK tourism industry to post covid recovery by encouraging consumers to explore, discover and treat themselves on a UK short break.

The recovery fund allowed DMOs to apply for grant funding to deliver local marketing activities aligned to the national campaign. Marketing Liverpool was successful in it's bid to secure budget from the fund for a campaign in 2021.

The Visit England initiative has now been extended into 2022 and Marketing Liverpool has once again been successful in securing funding for a similar recovery campaign as part of a wider national campaign.

Securing this fund was through a highly competitive process. There is great expectation for the campaign to deliver for the city region and we need to ensure we maximise the opportunity.

We are now looking to secure a partner to plan and deliver an impactful media schedule.

The Campaign

Liverpool city region has been severely affected by the pandemic. Our tourism businesses are still playing catch up to pre-pandemic visitor number levels. Overseas visitors are still yet to return in significant numbers.

We anticipate there is significant pent-up demand within the domestic market to venture out (backed by national statistics) and experience what's on the doorstep.

We intend to:

• Deliver an inspiring and creative 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 paid digital press coverage
• Launch a new campaign landing page on VisitLiverpool.com (as the call to action) featuring a selection of a minimum 10 bookable products wrapped within inspiring itinerary copy, images etc
• Add further depth through inclusion of free tourism products and experiences
• Mirror the national Visit England Escape the Everyday campaign (Liverpool content will be featured within this)

There is an excellent opportunity for several rail operators with routes into Liverpool to help amplify the campaign through their channels.

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

Additional information:

Please do not contact officers directly - all contact must be via ProContract portal