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New program promotes Liverpool as top event destination

Liverpool, England, launched a new brand for its event ambassador program designed to promote the city as a world-class conference and event destination.

The new program, Club Liverpool, is being led by Liverpool Convention Bureau working in partnership with ACC Liverpool, home to BT Convention Centre, Echo Arena and Exhibition Centre Liverpool.

Club Liverpool launch at ACC Liverpool
Club Liverpool launch at ACC Liverpool

Liverpool’s influential ambassadors have helped attract over 120 national and international events to the city region since the program started in 2004.

Club Liverpool plans to draw on these successes, aiming to entice major national and international events to the city and attract inward investment from a global audience. It will double the number of city ambassadors in the next 12 months – reinforcing its aspirations to grow and develop events in key sectors such as education, scientific and medical.

“Becoming an ambassador is a fantastic opportunity to showcase your home city – including its culture, heritage and scientific innovation – to your colleagues around the world. Working together as joint advocates allows us to get our messages out to the right people and show just why businesses should recognize Liverpool as a world-class destination for conferences and events,” said Kate Currie, manager, Liverpool Convention Bureau.

The launch of Club Liverpool comes at an exciting time for the city, as a new £66m exhibition center prepares to launch at ACC Liverpool, twice voted the UK’s best conference center, in September 2015. The 8,100m2 complex will double the current event space and become the first purpose-built inter-connected arena, convention and exhibition center in Europe.

L-R Heather Bonner, ACC Liverpool; Helen McHugh and Christine Bateman, University of Liverpool
L-R Heather Bonner, ACC Liverpool; Helen McHugh and Christine Bateman, University of Liverpool

“City ambassadors are crucial in helping us to attract large international conferences as they are experts in their field and can help to identify key events, which they would like to see hosted in their home city. Each event in turn generates millions of pounds in economic benefit for the region,” said Kerrin MacPhie, director of sales, ACC Liverpool. “The launch of Club Liverpool, together with the opening of Exhibition Center Liverpool, will allow us to further cement our growing reputation both nationally and internationally as one of the UK’s leading conference destinations.”

The new program includes a refreshed website, ClubLiverpool.co.uk, which enables ambassadors to access event news, networking opportunities and key information.

It also offers members access to exclusive ambassador events in Liverpool to network, gain insight into what’s new in the city and meet other city ambassadors in order to share best practice.

Club Liverpool currently includes over 100 leading members of Liverpool’s medical, academic, business and cultural industries.

Existing ambassador and University of Liverpool Professor John Hunt said, “Being part of the ambassador program allows you to more formally connect with all the help that’s available in the city for hosting events, and lets others see how fantastic the city is.”

L-R John Hunt, European Society of Biomaterials; Jane Fawley, Club Liverpool
L-R John Hunt, European Society of Biomaterials; Jane Fawley, Club Liverpool

“Hosting business events and conferences has a huge economic impact on the city, extending right across the hospitality, retail and tourism sectors,” stated Sara Wilde McKeown, chair, Liverpool city region’s visitor economy board.

She added, “To secure these events, we have to compete with leading cities across the world, and creating valuable connections through a robust ambassador scheme is the strongest way to achieve this. Our influential ambassadors raise the credibility of the city as a national and international event destination and help open pathways to attracting different subject matters and sponsors to the city. This is why we have focused on building on our existing program, which has already proven to bring significant economic value to the city over recent years.”

For more information about Club Liverpool, contact Jane Fawley, Club Liverpool program manager, jfawley@clubliverpool.co.uk.

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