The three-day 2010 John Smith's Grand National meeting at Aintree, which opens on April 8, will see the city "painted green" by communication on more than 150 outdoor sites in and around the city plus track side and in bar advertising.
Created by Steam, the focal point of the campaign is a seven-storey high poster on the city centre Holiday Inn featuring a giant image of brand icon, Smithy the Horse, with the line, "It's the John Smith's Grand National – so why the long face?".
Gareth Turner, senior brand manager, of the Heineken-owned brand said: "The people of Liverpool are famous for their wit and humour and we hope the campaign will bring a smile to the faces of racing fans, shoppers and commuters alike."
Joe Rolls, Steam group account director, said: "This campaign is a fantastic example that showcases the brand's No Nonsense humour and demonstrates how brand equity can be built through leveraging sponsorship properties."
The Grand National meeting is expected to attract over 150,000 spectators to Aintree this year and the race will be watched by a worldwide television audience of 600 million people across 140 countries.
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