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Case Study: Liverpool

Promoting the International Place Branding Event Liverpool

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Liverpool1

Liverpool a port city, was granted it's royal charter in 1207 by King John. In 2007 Liverpool celebrated its 800th birthday. In 2018, UP THERE, EVERYWHERE staged a truly remarkable place branding event in this same city.

Location

United Kingdom

Sector

Places & destinations

Service

Branding & communications

Background

Delegates from around the world gathered in Liverpool to enjoy fascinating presentations from some of the leading voices in destination marketing.  The event was called:

PLACE BRANDING?  It's not about the logo.

It was a great success.

Watch videos from this event

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The brief

UP was approached by Marketing Liverpool, the agency which promotes inward investment and tourism in the city.  They asked us to put together a place branding event to mark the 10th anniversary of Liverpool being named European Capital of Culture.

They wanted the event to be unique, inspiring and, above all, international.

"We wanted a program that was different.  We wanted something inspirational.  UP THERE, EVERYWHERE were the perfect partners for that."

Chris Brown, Director of Marketing Liverpool

The solution

We signed up speakers from Barcelona, Amsterdam, Hamburg, London, Stockholm and, of course, Liverpool itself.  We decided to stick to a TED-style format, restricting each presentation to a maximum of 18 minutes.  We booked Liverpool's wonderful Titanic Hotel, built a website, promoted the event via a slick social media campaign, and began to sell tickets.

We handled all travel, accommodation and entertainment for the presenters and we took care of hospitality for the 120 delegates.  We built a stage, installed a state-of-the-art audio-visual system and recorded the entire event both as a video and podcast series. 

You'll find links to the videos and podcasts below.

"The event marked Liverpool out as a place that had done it’s branding really well, which was exactly what the client wanted."

Julian Stubbs, CEO of UP THERE, EVERYWHERE

titanic hotel front

The event was located at the historic Titantic Hotel and Conference Center on Stanley Dock Liverpool.

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UP created all promotional and event materials including a logo, program, social media and more.

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The day-long event included Ted-style speakers, lunch, panel discussions, and a welcome reception the prior evening.

Interview with Chris Brown, Director of Marketing Liverpool

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The results

Delegates came from all over the world to enjoy compelling and thought-provoking presentations from some of the brightest minds in marketing, academia, the media and the arts.  Our thirteen speakers revealed the strategies that put their destinations on the map, explored the concept of personal identity, considered the origins and growth of communities and examined the complex relationship between art, society and a sense of belonging.

Everyone – the speakers, the UP team and especially the attendees – had a wonderful and productive time.  They learned something, they made new contacts and new friends, and they went away armed with plenty of fresh ideas.

The event made headlines in Marketing Week and a number of other publications.  Plus, it was featured on BBC radio.

UP then built a post-event website on which to host the newly-created video material, plus we uploaded a podcast series featuring presenters from the event and other thought leaders in the field of place branding.

"The marketing and branding of places has never been more important. Cities, municipalities and countries need to be more visible to compete globally."

Olle Zetterberg, Former CEO of Stockholm Business Region

The Verdict

In the video below, Chris Brown, Director of Marketing Liverpool, explains the idea behind the event and shares his view on how everything went.

“Destinations can’t rely on just having a nice logo or a catchy slogan.  The places which understand this are often the ones that lead rankings for desirability among visitors and satisfaction among residents.”

Chris Brown, Director of Marketing Liverpool

Watch the speaker presentations

All of the place branding talks are available as videos and podcasts.

Watch videos from this event

Find out more

Get in touch with UP THERE, EVERYWHERE to find out how we can help you design and stage a highly-effective event.

 

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