Destination Marketing Website Development

In July 2021, Liverpool City Region Combined Authority (LCRCA) agreed to support a new Destination Marketing Project aimed at bringing tourists back to the city region and rebuilding market confidences. The 3-year programme, supported by public and private investment, will integrate, and coordinate the delivery of destination marketing activities across the Liverpool City Region (LCR) by harnessing the collective appeal of its individual assets and recognised destinations to support the immediate recovery of the sector following the impact of the pandemic and longer-term economic growth.

In support of the destination-led approach to marketing, the project will enhance the region's digital marketing infrastructure through the enhancement and development of the three destination websites (VisitLiverpool, VisitSouthpoort, VisitWirral), investing in a new integrated operating platform and Customer Relationship Management (CRM) system. The aim will be to enhance the functionality of the content management system (CMS) and the accessibility to LCR content across all domains. It will also improve the user experience through enhanced navigation, search criteria, fulfilment, and the ability to access dynamic content. The platforms will also support the delivery of the campaign activity and enable the management of content to increase search rankings, maximise the experience on mobile platforms and content sharing through social media channels.

The new websites will be the platforms to showcase Liverpool City Region's tourism offer to articulate the unique compelling assets and characteristics of the City Region. It is essential, however, that the individual requirements of the three destination websites, and their specific needs, are supported enable them to reach their specific audiences and developing theme specific content, in addition to overarching regional themes. Each Destination Marketing Organisation (DMO) are at different stages of maturity and the unique requirements of each partner is attached to this overview and forms part of this brief.