The PR campaign for Liverpool’s year as European Capital of Culture has scooped a prestigious award.
The media strategy, which resulted in the city attracting more than £200m in global media coverage in ’08, beat off stiff competition to take the Best Public Sector Communications Campaign at the How Do awards held at Old Trafford football ground in Manchester.
And the city could be on course to complete a PR prize double, as Capital of Culture has also been short listed for Best Public Relations Campaign in the CIPR Pride awards which will be announced on Wednesday, 18 November.
The How Do awards were judged by a team of top marketing and communications experts. The winners were announced at a ceremony attended by hundreds of communications professionals in Manchester last night hosted by BBC North West Tonight presenter Ranvir Singh.
Liverpool Culture Company and the City Council worked together with various organisations and partners to transform and promote Liverpool’s image, attracting people from all over the world through a multi-faceted PR and media relations campaign that used highlight events and famous Liverpudlians to drive coverage.
This resulted in:
- 12,500+ items in UK press
- 880 articles in national print media
- 20+ hours of primetime TV
- 95% of coverage was positive or neutral
With over 7,000 events attracting more than 15 million visits, Liverpool ’08 was ultimately hailed as the most successful Capital of Culture programme ever by the European Commission.
It is estimated the city attracted 3.5m new visitors in ’08, with a record 1m hotel beds sold and the year generating an £800m boost to the regional economy.
Councillor Warren Bradley, Leader of Liverpool City Council, said: ”Being European Capital of Culture has done wonders for Liverpool’s national and international profile as a dynamic and creative city and has created a feel-good platform for everyone connected to the city to build on.
”To win this PR award is no small achievement and is deserved recognition for everyone involved in planning a truly amazing year and communicating its benefits and attractions.
”It is vital we continue to sell and promote the city because we have all seen what a great story we have to tell and how great the rewards of telling it are to the regeneration of Liverpool.”
The start to Liverpool’s 08 celebrations created huge media momentum after an intensive four month build-up, with the official Opening Weekend attracting over 60,000 people and seen by over 300 million people globally.
The phenomenal coverage was then maintained thanks to key events such as Klimt at Tate Liverpool, Go Superlambananas, Sir Paul McCartney’s Anfield concert, The Tall Ships’ Races, La Machine, MTV Europe Music Awards and BBC Sports Personality of the Year.
Such was Liverpool’s success, the government has established a British City of Culture competition. Liverpool also created hugely successful Volunteer and Ambassador programmes that are now being adopted by other Capitals of Culture across Europe.
University of Liverpool and John Moores University are undertaking independent studies through the 08 Impacts Research Programme.
The city council was also short listed in the Best Community Relations category of the awards for the hard-hitting ‘Every Violent Crime has a Consequence’ campaign, featuring mothers whose sons were murdered.