What's it known for?
The gem of the Mersey Estuary offers countryside and coast as backgrounds to a city rich in cultural history. From the novelty of a certain rock 'n' roll band's Cavern Club and Penny Lane to one of the most architecturally revered cathedrals in Europe, Liverpool's reputation was cemented in 2008 when it claimed the title of City of Culture. And for those with slightly more sporting inclinations, there's a pretty fervent football scene too.
Famous sites
Albert Dock is part of the city's Unesco World Heritage Site and houses many landmarks, including the Wheel of Liverpool ride, the International Slavery Museum, Merseytime Maritime Museum and Tate Liverpool. The Three Graces - the Royal Liver Building, Cunard Building and Port of Liverpool Building - that light up the waterfront at night are visitor must-sees.
For something more modern, the Museum of Liverpool opened in 2011, while open-air shopping complex Liverpool ONE offers a complete leisure experience.
A hotspot for brands
October alone saw Fiat, Titan Bet, Dulux, Very.co.uk, Desperados and Sofar Sounds stage activations in Liverpool, cementing it as a destination that brands are eager to target. Jack Daniel's also staged a takeover of multi-event space Camp and Furnace for Liverpool Music Week in the same month, while fashion brands such as Matthew Williamson hosted events at November's Celebration of Style.
In one of the year's cuter PR stunts, New York Bakery Co. chose Wall Street in Liverpool to recreate the Big Apple's district of the same name, with the help of pint-sized bankers and yellow taxis to promote its range of mini bagels.
Liverpool was also chosen as the destination to host the UK's first flagship event marking the centenary of the outbreak of war by the First World War Centenary Cultural Programme. 'Memories of August 1914' saw French street theatre company Royal de Luxe guide a series of puppet 'giants' through the streets, attracting more than one million visitors during its five-day run.
Where to host an event
For large-scale conventions and exhibitions, ACC Liverpool can cater for more than 16,000 delegates between its BT Convention Centre and Echo Arena. The venue is only six minutes from Lime Street station and has 442 on-site hotel rooms. Both Liverpool and Everton football clubs can be hired, as can The Beatles Story - a venue that replicates the infamous Casbah Club, Mathew Street and Cavern Club from the 1960s.
Quirkier venues on offer include The Rum Warehouse - a regeneration of the city's historic building that gives a nod to its rustic, industrial past - and FACT, which boasts cutting-edge technology and three full-sized cinema auditoriums.
For a more majestic venue, Liverpool Anglican Cathedral can host beautifully lit conferences, receptions and gala dining as one of the few remaining venues to encourage the use of candlelight at events.
Agencies
Experiential agencies based in the city and surrounding areas include The Big Event Group, Think Publicity, Impact Promotions and Owl Live, who between them have organised events for clients such as McDonald's, Mercedes-Benz, Liverpool Football Club, H&M and Kellogg's.
SK Events, organiser of the Liverpool Food and Drink Festival and Celebration of Style, has also worked with high-profile brands such as Typhoo and TK Maxx. Denise Harris, its founder and director, says a new venue infrastructure has opened up possibilities for the event industry in the city.
"I believe 2008 marked a dramatic transformation, because the Echo Arena and BT Convention Centre provided Liverpool with the ability to host large conferences, awards events and concerts for the first time," she says. "Our historic roots play an integral part in making the city special, with beautiful, iconic buildings such as Liverpool Cathedral, Knowsley Hall and the Royal Liver Building providing fantastic backdrops for events, from car launches and concerts to private dinners and awards ceremonies."
For SK Events, Celebration of Style was a platform to launch Liverpool as a destination for sartorial brands, as Harris explains: "Liverpool is recognised worldwide for its fantastic talent in music and football, and yet we are slightly behind other cities when it comes to fashion events, which, considering we have one of the biggest spends in the country on designer brands and beauty, is something I think needs addressing."
And another thing...
If you are keen to get the corporate party started before you've even arrived, Virgin Trains' Red Carpet service offers the chance to rent a carriage or even an entire train for a special group event. Journeying from London's Euston station to Liverpool Lime Street, the service can provide a bespoke travel experience featuring drinks and catering.
TOP TIP
From September 2015 onwards, the ACC's newest addition, the Exhibition Centre Liverpool, will be offering 8,100sqm of exhibition space to event planners. The centre will be connected to the BT Convention Centre by an interlinking bridge, which will ensure that guests have easy access to all amenities without having to step foot outside the complex.
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