When selling cities to investors at global events like MIPIM, many things come into play, knowledgeable staff, accessible data and lucrative incentives, all have important merits.
But at MIPIM, the world’s largest property event, there’s more than 2,000 exhibiting destinations, all jostling for attention. MIPIM’S investors tend to be flighty folk, moving from one stand to another and probably missing a few out altogether. So the first order of business is to get them to stop, look, listen and (hopefully) engage.
Liverpool has a history of designing innovative stands at MIPIM, held annually in Cannes from the 15 – 18 March. It’s become expected, but this year the city is equipped with something big, new, and totally different. This year were bringing one of our city’s strongest assets to the south of France – Our Waterfront.
“We want people to stop and take notice of our stand and the city and think, I’d like to do business with these guys…”
Three high-res 74” screens will combine to beam sweeping panoramic vistas of Liverpool’s UNESCO World Heritage waterfront to MIPIM delegates, through an innovative digital art installation. Focussing on a ‘day in the life’ of the River Mersey, the hour-long film sets a stunning, yet tranquil scene for a regenerated city that’s alive with business opportunity.
It’s Liverpool spoke to the director of Marketing Liverpool, Chris Brown, to discover how art is being used to sell our city to international audiences in a totally different way.
“Liverpool is a beautiful city and our waterfront is thriving, we can communicate that in a number of ways, but the best way, really, is to see it. And to see it properly you need elevated, widescreen views. That’s what this art installation is about.
The Liverpool Waterfront MIPIM film takes in a number of events that happen along the River Mersey each day, changing viewpoints, to show our city’s landmark buildings from above rooftops and across different vantage points. The film builds up a picture of how the river connects with the city’s residents and businesses, enriching the lives of people who live here.
“I’m lucky enough to have a view of the River Mersey from my office, but this film does something different”, continues Chris. “It takes you on a journey and helps bring the city to life in a unique way. What’s exciting, is that no other cities are really marketing themselves at events like MIPIM in this way. Liverpool isn’t static, it’s dynamic and creative. Real panoramic moving photography show that in an authentic way.
“This installation has a real-time feel and it captivates viewers. What people love, is that this film really is artistic. It’s not showy or loud, it’s subtle, and it draws you in. This is important at an event like MIPIM, where we want to attract investors and start a dialogue with them, in a approachable manner.
“Liverpool’s Waterfront is a living, breathing work of art. We want people to stop and take notice of our stand and the city and think, ‘these guys are different’ they’re interesting and I’d like to do business with them”.
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Tags: Liverpool at MIPIM