Liverpool will be marketed as a 'value for money' alternative to UK or European cities for short breaks in a big spend national media advertising campaign next year.
The plan for the #750,000 advertising campaign comes after certain hotels voiced concerns about slowing trade as Liverpool's year as European Capital of Culture draws to a close and the credit crunch begins to bite.
Hotel occupancy rates reached 77 per cent in the months between January to October, but there are signs they are facing a downturn next year with the number of advance bookings for 2009 more than 37 per cent below those seen for 2008.
But the Echo Arena and BT Convention Centre appears to be on track to match the number of bookings it has had this year.
The Mersey Partnership said it was determined to do all it could to keep the number of people visiting the city as high as possible.
TMP chief executive Lorraine Rogers said the plan was to emphasise the value for money the city offered, compared to places with fewer cultural attractions.
She said: "We have had to contend with disruption in the city centre and on the West Coast mainline. But in 2009 we will not have that."
She said Liverpool would be better connected in 2009, which would help in promoting the city region.
"People are still going to take short breaks. They are going to be looking for value for money options.
"What we offer is value for money, it's cheap to get around the city region.
"We have also got the finest collection of museums and galleries outside any capital city, all of those are free to enter."
TMP chairman Rod Holmes, formally project director of Grosvenor's �1bn Liverpool One shopping centre, said he believed the city, currently fifth, will be in the top three of UK shopping and leisure destinations by this time next year.
"After a generation of the centre of Liverpool city region being such a depressing place, it's incredible to see what we have now," he said.
He added the city centre was 'fragile,' but that Liverpool needed to seize the moment, and use 2008 as a great springboard to continue growth.
Pam Wilsher, acting director of tourism at TMP, said: "The important point to make is that we are not going to fall off a cliff when 2008 comes to an end, there is plenty going on in 2009."
She said there were already 300 events which had been announced, and many more would follow.
Between now and March, #750,000 will be spent on marketing, which will include a big advertising campaign in spring to promote Liverpool as a short break destination.
The launch of the KLM link from Liverpool John Lennon Airport to Amsterdam will also be heavily promoted in the run-up to its launch in March.
"We are doing a lot to make sure we maximise this fantastic platform that has been achieved in 2008 and go forward," said Ms Wilsher.
"We are optimistic. It is unfortunate that we have to deal with this economic downturn, but I would rather be in Liverpool than anywhere else."
In mid-January, a 120-page 2009 visitor guide will be launched, with 150,000 English language copies will be produced.
A compact edition in French, German, Spanish, Italian and Japanese will also be available to download from the visitliverpool.com website.
Game, set and match for Medicash
(Thu 17/05)
Unique hospitality venue launched
(Mon 14/05)
Post a comment