In the City of Angels   Los Angeles based Liverpool F.C fans watch yesterday's Chelsea match

In the City of Angels  

Like the most fully-loaded superhero squad, Liverpool is a city with plenty of high-flyers.

One of our most powerful, not so secret weapons, is Liverpool F.C, a brand that is recognised and worshipped the world over.

This month Marketing Liverpool put together a different team of Liverpool’s strongest ‘players’ to support LFC’s International Champions Cup battle in the United States and promote the city and its tourism offer in the process.

“This enables us to connect with Liverpool F.C’s dedicated international fans…”

This ‘Team Liverpool’ is made up of key representatives from Liverpool F.C, Liverpool John Lennon Airport and Aer Lingus, Beatles Story, Cavern City Tours and Marketing Liverpool.

Marketing Liverpool’s James Wood led this Los Angeles mission and he spoke to It’s Liverpool about his latest transatlantic team-up.

“The reds played Chelsea in Pasadena and AC Milan in Santa Clara. We used the media storm this creates to help position our city as a destination to Californian tourists.

“Several influential travel trade buyers joined us for the match and we gave a presentation on Liverpool, to encourage them to promote the city as a visitor destination, to their clients, which went down really well.

“We also met high ranking travel publications like Travel Age West and VisitBritain’s US office to get Liverpool more firmly on their radar.

Liverpool delegation in LA
Liverpool delegation in LA

“Liverpool John Lennon Airport and Aer Lingus promoted their route from Los Angeles to Liverpool, via Dublin. What’s special about this route is that it enables passengers to go through US immigration controls in Ireland rather than the US itself, which is a real selling point.

“The visit to LA was a strategic move that enabled us to connect with Liverpool F.C’s dedicated international following to the encourage global tourists to visit Liverpool.

“Football or soccer has really taken off in the USA, thanks, in part, to popular Liverpool players like Steven Gerrard. There’s so much more to Liverpool than football, but using the global interest it generates helps us to spread our messages further.”

Diane Glover from Beatles Story agreed, adding: “As a city Liverpool has always looked outward and made global connections. Through our international trade links, our openness and our never ending interest in other cultures and people.

“Now more than ever we have to get out and tell the world that Liverpool is an exciting, friendly and open destination that loves to welcome visitors and show them a good time.

“Liverpool’s international brands are a much stronger proposition when we work together and present a consistent message. Joining forces in this way makes travel trade missions much more successful and tells people more about our city.”

For more information on Marketing Liverpool click here.

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