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Marketing Liverpool Secures VisitBritain Support

Visit Britain

Last week, Marketing Liverpool attended two events in London aimed at securing VisitBritain and VisitEngland support over the coming year.

First there was PR VIBE, an annual event which sees VisitBritain’s PR managers from around the world descend on London. We had 23 meetings with markets stretching from Australia to China, USA to Scandinavia. We told them about some of the highlights coming up over the next year in the Liverpool City Region, and why they should be getting media from their countries to come here and cover the destination. On-the-ground support and expertise is absolutely crucial to us in what we do with media visits, so this event is arguably the most important in the calendar. The feedback from VB representatives was overwhelmingly positive, and several visits have already been agreed off the back of the meeting, as well as other media opportunities.

The following day, we were with VisitEngland, hearing about their strategy for the upcoming year and how we can help with content and local insights. One of their big focuses is microgapping, which is – quite simply – aimed at encouraging millennial travellers to stay in the UK for holidays rather than go overseas. This segment has seen a decline in domestic holidays taken, hence the effort to reverse this trend. They are looking for content about relevant experiences such as street art classes, volunteering or one-off experiences that you can only do here, so if you have any please send them to us to collate. Then in the evening, we participated in a meet the media event, selling the destination to journalists and influencers from the UK and beyond.

Finally, we welcomed the Director of Marketing for VisitBritain, Clare Mullin, up on a one-day recce. Unfortunately one day is never enough, but we put together an itinerary which included big names, local independents and a lot of walking! She was blown away by the variety on offer here and the friendliness and passion of everyone she met, and we look forward to working even closer with her and her team on content.

To find out more, please contact our press team below:

Joe Keggin – jkeggin@marketingliverpool.co.uk
Lucy Nixon – lnixon@marketingliverpool.co.uk

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