CHALLENGE INSIGHTS TARGETS CONCEPT To build on the success of Liverpool 2018 marketing campaign, Marketing Liverpool is undertaking a three-year domestic and international marketing campaign on behalf of the Liverpool Visitor Economy Network. INSIGHTS TARGETS Research is at the heart of the campaign and the creative strategy and concept is based on three simple and powerful insights: To attract an extra 122,000 domestic and 101,000 overseas visitors by 2022. Travellers want to celebrate individuality, self-expression and living in the moment. To generate £23m (domestic) and £34m extra income from visitors. Travellers want to more than a standard tourist experience and to convey a sense of adventure. To attract 5 international conferences (2000+ delegates) and 6 ICCA conferences (500+) delegates. Travelers want to share travel experiences and UGC has vital role in promoting a destination. CONCEPT Liverpool. Do it Your Way is the city’s new destination campaign. It builds on the success of Liverpool 2018 and tells the story of Liverpool as a visitor destination to a global audience. The campaign captures the excitement, individuality and self-expression that visitors are seeking from a modern travel experience.   It conveys the emotion of visiting Liverpool and elevates experience-led storytelling across all touchpoints. Real visitors as the heroes of the campaign, giving the personality to power Liverpool as a must-see destination for domestic and international audiences. By creating inspiring, imaginative brand experiences on paid, owned and earned platforms, the global ambition of the campaign can be realized.

STYLE GUIDE IMAGES BRAND IDENTITY PARTNERS TONE OF VOICE SOCIAL MEDIA Our style guide is the starting point for all our visual communications and brand activations. We want to make sure you’re cool with how to use it. There are some rules, but not too many. IMAGES BRAND IDENTITY We use film and images that reinforce our brand positioning – being individual and unique that convey unforgettable experiences. We use candid, reportage-style photography. Keep it real. The identity is a communication device, not merely decoration. It represents the campaign concept – being individual, self-expressive and unique. It uses strong design elements that are instantly recognisable and bring positive associations. Now it’s time to make its own way in the world. Be nice and use it properly.   PARTNERS Our partners are diverse and represent the city’s entire tourism offer. From internationally recognised cultural organisations to small, independent retailers. The success of the campaign will depend on the active participation of our partners. We have created a shared drive where partners can post content that might be relevant for the campaign. It’s important that content is high-quality and reflects the campaign concept – celebrating individuality and self-expression. We cannot provide any guarantees that it will be used as part of the campaign. TONE OF VOICE Our tone of voice is the same across all brand touchpoints. And that doesn’t change wherever we turn up – social, website, itineraries, blogs, email. We use inspiring, friendly, playful language, peppered with enthusiasm and energy. SOCIAL MEDIA As part of the campaign, high quality visual and written content will be created – films, photography, itineraries, blogs, city guides. We will undertake a targeted engagement campaign over the coming weeks to develop understanding and support for the campaign and to share content, once it has appeared on Visit Liverpool channels. The official campaign website is www.visitliverpool.com. This is the main call to action for all campaign comms. Twitter: @visitliverpool Instagram: visitliverpool Facebook: www.facebook.com/visitliverpool Hashtag: #visitliverpool

CREATIVE TIMELINES MARKETING MIX PAID OWNED EARNED CAMPAIGN CONTACTS Using real visitor’s stories to bring ‘Liverpool. Do it Your Way’ to life, we will create distinctive content that ignites interest and curiosity and reaches new and existing audiences through organic and paid reach. This includes short, inspirational films and high quality photography that promote Liverpool as a must-see visitor destination. TIMELINES The campaign will run year round with bumps in activity during: Summer 2019 (May – August) Winter 2019 (October – December) Spring 2020 (February – April) MARKETING MIX PAID OWNED EARNED CAMPAIGN The campaign will be international in its ambition and appeal. It celebrates the moments and experiences that make Liverpool’s appeal universal and unforgettable to domestic and international visitors. The desire for authentic travel experiences is a unifier for our audience segments (nationally and internationally). We will tell the story of Liverpool as a visitor and conference destination to a global audience, by creating inspiring stories and content that are relevant to our core audiences. PAID SOCIAL | RETARGETING | GDN | PPC VL.COM | SOCIAL | VISITOR GUIDES | TRADE EVENTS MEDIA | SOCIAL | REVIEW SITES | INFLUENCERS CONTACTS Campaign – Peter Smith (psmith@marketingliverpool.co.uk) Digital/Social - Jess Cavendish (jcavendish@marketingliverpool.co.uk) Media – Lucy Nixon (lnixon@marketingliverpool.co.uk)