Liverpool Ad Agency Wins Culture Contract

You’d think they would have a decent website then, but no. (

Liverpool based agency Finch have been appointed to produce the first national advertising campaign promoting Liverpool as European Capital of Culture in 2008.

Tim Critchley (Finch), Kris Donaldson (Culture Co.) and Paul Brown (Finch) c. Culture Co.The agency won the business after a five-way pitch to the Liverpool Culture Company.

The campaign follows extensive independent research conducted throughout the UK that highlighted that although the perception of Liverpool was improving, most people knew very little about the city and the breadth of its cultural offer.

The campaign focuses on a series of themes ranging in subjects from Liverpool’s world-heritage waterfront to some of the city’s more hidden treasures.

The tightly-targeted media includes key outdoor positions in the South East and North West of England including busy London underground stations and TV sponsorship. The campaign will break in May 2006.

Kris Donaldson, Marketing Director of the Liverpool Culture Company, said: “This is a really important step towards building momentum towards 2008. Finch’s creative thinking was refreshing and demonstrated a clear understanding of what makes Liverpool unique in the people and the place.”

Tim Crutchley, Joint Managing Director of Finch, said: “This is a really significant win for Finch against some tough national opposition. It comes with a lot of prestige, but more importantly a responsibility to deliver a first-class campaign. Being based in Liverpool encouraged us to go the extra mile whilst understanding the key issues.”

Newly appointed Creative Director, Paul Brown added: “This is a fantastic win for the team at Finch and underlines the strong creative talents that Liverpool has to offer”.

The national campaign will be backed by an extensive local campaign throughout Merseyside detailing how the Capital of Culture will benefit the region, now and in the future. An extra 1.7million visitors are predicted to visit Liverpool in 2008, spending £200m. The city is currently undergoing a £3bn culture led transformation creating 14,000 new jobs.