Public Sector: Campaign breakdown - Cities on the Edge

Agency: Four Sports, Arts & Sponsorship
Client: Liverpool Culture Company
Timescale: Now-December 2008
Budget: Undisclosed

- The lowdown

Four Sports, Arts & Sponsorship has been appointed to work with the Liverpool Culture Company to provide PR support for the Cities on the Edge programme that complements Liverpool's Capital of Culture celebrations.

- Why is Liverpool Culture Company doing this now?

Cities on the Edge is a Liverpool-led cultural partnership part-financed by the EU that brings together six world-famous regenerated European port cities - Liverpool, Bremen, Gdanask, Istanbul, Marseilles and Naples.

- What will the programme cover?

The programme consists of cultural events covering music, photography, film, theatre, literature, food, philosophy and debate. The events address issues particular to these cities such as regeneration and cultural identity.

- Who is being targeted?

It is predominantly a UK event targeting a local audience, as well as people nationally who are interested in the social background and artistic content of the events.

- The tactics

Four will be handling the events, a book launch and photography and film exhibitions.

- What else is being done?

There will be targeted media relations campaigns focusing on local press plus vertical media such as architecture and regeneration publications.

- Are there any potential pitfalls?

Head of arts Rachel Clarke said: 'It will be interesting to keep it separate to but also part of the overall Capital of Culture campaign. We need to show it's an important part but make it standalone.'

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