Case Study 2
Liverpool One Marketing Programme
Brief: Place Marketing and Branding
Liverpool One is Grosvenor’s £1billion, 42 acre mixed-use development in Liverpool.
The objective was to achieve a retail-led regeneration of Liverpool city centre in time for the city to benefit from being named European Capital of Culture. It had little more than four years to build, let and get people coming back to Liverpool (in their millions). When Liverpool One opened to the public it marked the culmination of many years’ effort resulting in the most important development within Liverpool’s city centre for the more than 60 years.
Working as its full time marketing director, Ayo led the successful implementation of the marketing programme behind the launch of Liverpool One.
-Marketing strategy, annual marketing plans and budgets
-Stewardship of £multi- million brand and marketing programme
-Place branding and naming
-Full programme of marketing support to the retail leasing team and appointed agents
-Built and delivered consumer awareness campaigns
-Directed work of over 20 agencies who supplied a diverse range of marketing services
-Delivered successful launch and opening programmes
-The Liverpool One brand is instantly recognised by consumers, media and industry commentators. Since opening its success has been recognised around the world and to date Liverpool One has won 60 regional, national and international awards including the following marketing recognitions:
-Victor Ludorum “Best of the Best” marketing award;
-Design Week marketing award.
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