Liverpool's thriving sectors from medical sciences to digital mean it must attract more international business events, it's been claimed.
An international marketing campaign has been launched emphasising the city's "untapped potential", aiming to focus on sector strengths and highlight work taking place in fields such as medical and life sciences, manufacturing and digital.
The campaign is being led by the Liverpool Convention Bureau with partners ACC Liverpool, Royal College of Physicians and the University of Liverpool - and has been launched this week.
Jennifer Jensen, Head of Business Tourism at Marketing Liverpool, told BusinessLive: “The impact of the meetings and conference industry is already huge to the city, but there is also a lot of untapped potential, particularly around sectors in which the region leads the way on a global stage.
"We have to come up with fresh ways of attracting business events to the city, and all the research shows that focussing on sector strengths is the most effective way to do this.
“It also dovetails perfectly with our other activity, such as the Club Liverpool ambassadors programme - a network of ambassadors who are leaders in their fields and work to bring world-class conferences and events to Liverpool. I have no doubt that this campaign will increase awareness of Liverpool’s offer, increasing our chances of attracting big events from those sectors.”
According to Marketing Liverpool, the campaign follows extensive research showing that conferences and events are attracted to locations not only because of their facilities, but because the destination has a strong connection with their subject.
But that research also says most British cities suffer from a lack of awareness internationally about what their sector strengths are.
The main thrust of the campaign is a digital magazine launched in association with CAT Publications, a publisher for the meetings and convention industry.
