Liverpool ONE: a celebration of style and success
Principal Author: Lucinda Curtois, McCann Manchester
Contributing Authors: David Donaghue, McCann Manchester; Laura Grainger, McCann Manchester; Donna Howitt, Liverpool ONE; Alexia Harper, MediaVest
The executive summary – something worth celebrating
Stylish shopping? An eclectic cocktail of bars, restaurants and hotels? Five diverse districts? A vibrant city centre hub?
Liverpool ONE is all of this, wrapped beautifully into one. Our challenge was tough - against a trend of declining footfall we needed to convert high awareness of Liverpool ONE into visits - from high value shoppers across the North West, already spoilt for choice with retail outlets on their doorsteps.
We did this through ‘A Celebration of Style’, our compelling Big Idea. Our campaign ‘Life Styled’, was our first creative manifestation of the idea.