A new campaign aims to reposition Liverpool as a modern and global city, as City Editor David Bartlett reports

AN AMBITIOUS campaign to rebrand Liverpool as a global city and destroy outdated stereotypes was set to be launched today.

It’s Liverpool, I’m Liverpool aims to promote the city’s reputation as a great place to live, work, invest, study and visit.

The campaign forms part of the Liverpool Plan, which is an initiative designed to get the public and private sector working together to move the city forward as a key global city.

It’s Liverpool uses the more emotive arguments about why Liverpool is a great place in a bid to talk up the city.

The campaign states: “Liverpool is a global city – one of a handful of cities that have genuinely changed the world.

“Trade, migration, ideas and invention continue to give Liverpool a global reach and perspective beyond its size.”

The drive has the backing of key businesses like Liverpool One, Liverpool FC, Everton FC, and Tesco, and will be officially launched this morning at Liverpool John Moores University. Max Steinberg, chief executive of Liverpool Vision, the regeneration agency which is behind the plan, will deliver a keynote speech.

Jon Egan, director of strategy at Aurora Media, the creative mind behind the campaign, and swimmer and Olympic medallist Steve Parry, will also speak.