Marketing Liverpool       

Capturing the essence of Liverpool City Region

A decade on from Capital of Culture 2008, Liverpool has become a unique, compelling and transformed city. It’s where we call home.

Following a competitive pitch we were ecstatic to have been selected to help sell Liverpool City Region to the world through a new ‘brand narrative’ – a strategic storytelling piece which could be adopted by businesses in the region to enthuse people inside and outside the region.

Marketing Liverpool needed an agency that understood the city region and had a passion to see it thrive.


Our ambition with the narrative is to offer growth, prosperity and wellbeing to all, whilst creating an economically successful and sustainable city region. The current brand didn’t feel right, and so Marketing Liverpool needed an agency that understood the region and had a passion to see it thrive. This passion combined with the recent appointment of non-exec director Jon Humphreys meant that Black & Ginger was perfect for the project.

We created a compelling story told in nine chapters through extensive perception testing and research as well as meetings with key stakeholders including Peel Ports, Unilever, KQ Liverpool, Marketing Liverpool, the LEP, Liverpool City Region Combined Authority and Professor Michael Parkinson.

“Liverpool has been through a dramatic period of change during the last decade and it is crucial that the city’s brand communications are in line with the exciting place it has become.”


Julia Bradley, Peel Ports

Jon Humphreys & Alex Frech

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