Kenyon Fraser to update Liverpool's stereotypical image

Kenyon Fraser has been appointed to help move Liverpool away from stereotypical images of 'criminals' and 'wide boys', in order to attract inward investment.

Liverpool: 'renaissance'
Liverpool: 'renaissance'

The agency has been drafted in by Liverpool Vision, the economic development company that is working on the city's regeneration, to launch its 'I'm Liverpool, It's Liverpool' campaign. Kenyon Fraser will support Liverpool Vision with campaign strategy, event management and media relations activities.

PR account director Anna Beaumont said: 'Liverpool has done a lot of work to reposition its reputation in the run up to, and since, its 2008 Capital of Culture year.

'However, outside of the North West region, there is still a very low level of awareness about the period of massive renaissance that the city has been through over the past few years and it is still often perceived as the subject of jokes or old stereotypes that link back to the 80s, such as criminality, riots and Scouse wide boys.'

The agency is planning a 'three-pronged approach' to media relations - local, regional and national.

The campaign is a key part of The Liverpool Plan, which represents a collaboration of private and public sector stakeholders to build on Liverpool's reputation as a place to visit, invest, study, work and live.

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