LIVERPOOL will star in a £4m TV ad campaign that will offer access to a global market for its tourism businesses.
National tourism body VisitEngland’s GREAT 2012 campaign starts on March 8, and Liverpool is the only city region featured in its two 40-second, and 60-second, adverts to be screened on terrestrial and satellite channels until May 14.
Regional tourism body VisitLiverpool has commissioned its own 10-second showcase advert which will run on from the main ad throughout April, and will also be broadcast independently at various key times.
The adverts feature veteran TV and film actress Julie Walters who will champion the region.
Her career took off as a member of the Liverpool Everyman Theatre cast in the 1970s, and she has starred in many Liverpool productions, including playwright Alan Bleasdale’s milestone TV work Boys From The Black Stuff which encapsulated the grim economic reality facing the region in the 1980s.
Inward investment and tourism agency, The Mersey Partnership (TMP), says the campaign is a fantastic opportunity for national and international exposure to promote the region, and is urging tourism-related businesses throughout the region to get involved.
In addition to the TV advert, there will be online and social media activity to support the campaign and viewers will be directed to a special VisitEngland GREAT 2012 microsite with more detailed information.
Viewers will be able to go online to find special offers at the destination of their choice via aninteractive map and TMP is calling on the region’s tourism-related businesses to upload details of their special deals on accommodation, attractions and restaurants, all free of charge.
All offers and deals posted to the site will be live from March 8, through to December 31, 2012 – but they must be uploaded by Friday, March 10.
Duncan Frazer, TMP’s commercial and marketing director, said: “We are delighted that Liverpool is to feature in the GREAT 2012 television campaign.
“It’s going to generate huge interest in the destination.”
He added: “This is a unique opportunity for tourism businesses to get involved in a multi-million television campaign and we are delighted that we can offer this free of charge.
“I would encourage everyone involved in the city region’s visitor economy to support the campaign and help attract new and returning visitors by offering the best experience possible.”
Although the tourism authorities hope to build up more visits, including by overseas tourists, to England and its key cities and rural attractions, one of the other key aims of the VisitENGLAND campaign is to encourage more domestic consumers to shun their foreign short breaks and main holidays and stay and holiday in the UK this summer during what is planned to be a landmark year of events, including the Queen’s Diamond Jubilee and the London 2012 Olympics.
Any city region tourism businesses wishing to take advantage of the campaign are encouraged to upload their special offers, free of charge, by visiting www. great2012offers.com/upload/