The PR campaign for Liverpool's year as European Capital of Culture has been shortlisted for two prestigious awards.
London, 7 May 2009: The campaign, which resulted in the city attracting more than £200m in global media coverage in '08, has been recognised in both the SABRE and CIPR Excellence Awards.
Liverpool '08 has been shortlisted in the Consumer Services, Entertainment, Culture and Sport category for the SABREs.
Winners of Europe's biggest PR awards will be announced at a gala dinner on Thursday, May 21 in Stockholm City Hall - the building where the Nobel Prizes are handed out.
And on Tuesday, July 7 the city will discover its fate at the Excellence Awards Dinner, at The Honourable Artillery Company Gardens in London, in which it and PR company Four Communications have been nominated in the consumer relations category.
Liverpool Culture Company and City Council worked together with various organisations and partners to transform and promote Liverpool’s image, attracting people from all over the world through a multi-faceted PR and media relations campaign that used highlight events and famous Liverpudlians to drive coverage.
This resulted in:
- 12,000+ items in UK press
- 880 articles in national print media
- 20+ hours of primetime TV
- 95% of coverage was positive or neutral
With over 7,000 events attracting more than 15 million visits, Liverpool ’08 was ultimately hailed as the most successful Capital of Culture programme by the European Commission.
According to initial tourism data, it is estimated the city attracted 3.5m new visitors in '08 with a record 1m hotel beds sold and the year generating an £800m boost to the regional economy.
Councillor Warren Bradley, Leader of Liverpool City Council, said: ‘’Being European Capital of Culture has done wonders for Liverpool’s national and international profile as a dynamic and creative city and has created a feel-good platform for everyone connected to the city to build on.
‘’To be shortlisted for two major PR awards is no small achievement and is deserved recognition for everyone involved in planning a truly amazing year and communicating its benefits and attractions.
‘’It is vital we continue to sell and promote the city because we have all seen what a great story we have to tell and how great the rewards of telling it are to the regeneration of Liverpool.’’
The start to Liverpool's 08 celebrations created huge media momentum after an intensive four month build-up, with the official Opening Weekend attracting over 60,000 people and seen by over 300 million people globally.
The phenomenal coverage was then maintained thanks to key events such as Klimt at Tate Liverpool, Go Superlambananas, Sir Paul McCartney's Anfield concert, The Tall Ships' Races, La Machine, MTV Europe Music Awards and BBC Sports Personality of the Year.
University of Liverpool and John Moores University are undertaking independent studies through the 08 Impacts Research Programme – with an interim report due this summer.
For more information please call Michael Doran at Liverpool City Council newscentre on 0151 225 2227 or 0780 145 3918 or log on to