Liverpool City Region’s Tourist Board has released figures showing a big upsurge in interest in the destination following a recent one-month TV advertising campaign in conjunction with national tourism board VisitEngland.
Statistics released by Liverpool City Region Local Enterprise Partnership (Liverpool LEP) illustrate that within 54 days of the 10-second advert being broadcast web traffic to VisitLiverpool.com increased by 120 per cent and both Facebook likes and Twitter followers increased by 40 per cent each.
The advert ran for one month and highlighted the destination’s landmarks and attractions. It was aired just as Liverpool welcomed its first cruise turnaround passengers and the Olympic torch relay visited the city.
Part of VisitEngland’s GREAT 2012 national television campaign, Liverpool was the only city outside London to be included in the national tourist board’s feature length adverts broadcast over a two-month period.
Carol O’Reilly, Liverpool Convention Bureau Manager, comments: “TV advertising is obviously a powerful tool and we are delighted to have featured so heavily in this campaign with VisitEngland. Not only has this exposed the wider Liverpool City Region to those unfamiliar with the destination, it has reinforced the city’s status as one of the leading places to visit in the UK for both business and leisure visitors”.
The Liverpool advert was broadcast in terrestrial areas outside of the Granada region to maximise interest and was also shown on a number of digital channels – with over 2,000 screenings in total.
The Liverpool LEP has also announced its has secured £120,000 funding from the Rural Development Programme for England, for which Defra is the Managing Authority, to raise the profile of rurally produced local food among visitors to Liverpool City Region.
The ‘Fresh and Local’ project will also provide opportunities for local suppliers to meet with potential buyers such as hotels, restaurants and bars and other customers.
The team running the project will have a presence at consumer events, as well as promoting the region’s suppliers through trade, national and regional media and provide a comprehensive website resource detailing suppliers and their products.
Pam Wilsher, Head of Visitor Economy Development, Liverpool City Region Local Enterprise Partnership said: “Eating and drinking is an important part of the destination experience and visitors love to sample locally grown produce when they come to our City Region. We produce some first class local produce such as Southport shrimps, Knowsley lamb and Wirral asparagus and watercress. We are delighted that our ‘Fresh and Local’ project is to be delivered through a ‘fresh and local’ team, following a rigorous selection process.”
The project runs through to March 2013.
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