UP THERE, EVERYWHERE staged a truly remarkable event.
Delegates from around the world gathered in Liverpool to enjoy fascinating presentations from some of the leading voices in destination marketing. The event was called: PLACE BRANDING? It's not about the logo.
It was a great success.
UP was approached by Marketing Liverpool, the agency which promotes inward investment and tourism in the city. They asked us to put together a place branding event to mark the 10th anniversary of Liverpool being named European Capital of Culture.
They wanted the event to be unique, inspiring and, above all, international.
We signed up speakers from Barcelona, Amsterdam, Hamburg, London, Stockholm and, of course, Liverpool itself. We decided to stick to a TED-style format, restricting each presentation to a maximum of 18 minutes. We booked Liverpool's wonderful Titanic Hotel, built a website, promoted the event via a slick social media campaign, and began to sell tickets.
We handled all travel, accommodation and entertainment for the presenters and we took care of hospitality for the 120 delegates. We built a stage, installed a state-of-the-art audio-visual system and recorded the entire event both as a video and podcast series. You'll find links to the videos and podcasts at the bottom of this page.
"We wanted a program that was different. We wanted something inspirational. UP THERE, EVERYWHERE were the perfect partners for that."
Chris Brown, Director of Marketing Liverpool
Delegates came from all over the world to enjoy compelling and thought-provoking presentations from some of the brightest minds in marketing, academia, the media and the arts. Our thirteen speakers revealed the strategies that put their destinations on the map, explored the concept of personal identity, considered the origins and growth of communities and examined the complex relationship between art, society and a sense of belonging.
Everyone – the speakers, the UP team and especially the attendees – had a wonderful and productive time. They learned something, they made new contacts and new friends, and they went away armed with plenty of fresh ideas.
The event made headlines in Marketing Week and a number of other publications. Plus, it was featured on BBC radio.
UP then built a post-event website on which to host the newly-created video material, plus we uploaded a podcast series featuring presenters from the event and other thought leaders in the field of place branding.
"The event marked Liverpool out as a place that had done it’s branding really well, which was exactly what the client wanted."
Julian Stubbs, CEO of UP THERE, EVERYWHERE
"The marketing and branding of places has never been more important. Cities, municipalities and countries need to be more visible to compete globally."
Olle Zetterberg, CEO of Stockholm Business Region and guest speaker the International Place Branding Event Liverpool
“Destinations can’t rely on just having a nice logo or a catchy slogan. The places which understand this are often the ones that lead rankings for desirability among visitors and satisfaction among residents.”
Chris Brown, Director of Marketing Liverpool
"Liverpool's a city with an amazing history. It’s a city that’s bounced back.”
Julian Stubbs, CEO of UP THERE, EVERYWHERE
In the video below, Chris Brown, Director of Marketing Liverpool, explains the idea behind the event and shares his view on how everything went.
