Assignment: Mini case study: Liverpool relaunched

• Read the questions, then the case material, and then answer the questions.
• Please submit your answers in a SINGLE WORD DOCUMENT with a MAXIMUM of 2 pages (page 1 to answer questions 1-3; page 2 to answer question 4)

Questions

1. What problems did Liverpool face in attracting tourists? (Use the information in the case study, but you may also want to look up Liverpool, and rival cities, on the Internet.)
2. How could good marketing help to overcome these problems?
3. How could relationship marketing help Liverpool to attract more visitors?
4. Write a short piece (approx. 200 words) on Liverpool for inclusion in a tourist guide. You should identify different aspects of the city that will appeal to different types of visitor.

Mini case study: Liverpool relaunched Dead the questions, then the case material, For years Liverpool had suffered from jokes and then answer the questions. and abuse and for being more famous for its sense of humour than its work ethic. TV Questions programmes such as Bread, Brookside and The Fast Show built a picture of Liverpool as 1 What problems did Liverpool face in a city of lazy benefit fraudsters and chanc- attracting tourists? (Use the information ers. As a result, most tourists, shoppers and in the case study, but you may also want business travellers avoided it, fearing for their to look up Liverpool, and rival cities, on wallets and their safety. Yet locals always the Internet.) claimed that the Northern city's poor image 2 How could good marketing help to over was invented by London-based media and come these problems? that the truth was very different. 3 Write a short piece (approx. 200 words) on A golden opportunity to put things right came Liverpool for inclusion in a tourist guide. in 2008 when Liverpool became the Euro- You should identify different aspects of pean Capital of Culture. Over 2 billion was the city that will appeal to different types invested in the city to fund such ambitious of visitor. plans as reinventing rundown Paradise Street as a suitable venue for a variety of entertain- 4 How could relationship marketing help ments, including street theatre and music. Liverpool to attract more visitors? The rejuvenation of Liverpool was one of In its heyday, as England's busiest port, Liv- Europe's biggest regeneration projects. The erpool saw the launching of many fine ships impressive waterfront and the city's fabulous but, with those glory days long gone, the city architecture were cleaned up and shown off. was in need of a relaunch itself. New facilities were provided. New hotels were built. This was Liverpool's chance to show the world what a great place it really was. The Merseyside Partnership 2 Liverpool has always had a lot to boast about. As well as writers such as Beryl Bainbridge, Willy Russell, Alan Bleasdale, Catherine Cookson and Roger McGough, Liverpool has produced many pop-cultural icons. More artists with number-one hits were born in Liverpool than in any other British city. Its most famous sons are, of course, The Bea- tles. These symbols of the 1960s first played Liverpool's waterfront. at the Cavern club - now redeveloped as a Beatles museum. The National Trust now owns John Lennon's childhood home (a home to thriving bars, restaurants and shops, gift from his widow, Yoko Ono-Lennon) and upmarket apartments and the Tate art gallery opened it to public view. Liverpool Football rather than ocean-going ships. Club has been one of the country's premier clubs for decades. Comedians as diverse as Even with all these advantages, if the city Ken Dodd, Jimmy Tarbuck and Lily Savage was to make it on to every tourist's must- all hail from the city. Cilla Black started her see list, it had a lot of image rebuilding to days (as Priscilla White) singing in Liverpool. do. A spokesperson for the City Council said, and more recent music exports include Echo People just haven't been listening. Unemploy- and the Bunnymen, Atomic Kitten, Space, the ment is reducing and it is one of the safest Lightning Seeds, the Coral and Cast. cities in the country. Liverpool has art galler- ies, shopping centres and trendy bars. We Unusually for a city, Liverpool has been are also close to becoming the film capital of abroad itself. Its wealth of architectural styles Britain with the number of films shot here. | and the grandeur of its buildings have made don't see why it should be a problem market- it an ideal film double for a number of Euro- ing ourselves to the UK and abroad.' pean cities, including Moscow, Dublin, Paris and, most surprisingly, Venice. The most dra- Liverpool was a smash hit as Capital of Culture in 2008 and has managed to build best viewed from the Mersey. It is, of course on that success. It has been named in the the UNESCO listed waterfront with its 'three top three UK city break destinations for the graces': the Royal Liver Building, the Cunard second successive year by readers of travel Building and the Port of Liverpool Building, bible, Cond Nast Traveller Magazine, and which together form one of the world's most was recently voted the best loved of Britain's well-recognised skylines. Liverpool's docks non-capital cities. were once among the busiest anywhere and SOURCES: BBCI, n.d.; Liverpool City Council, n.d.; the Albert Dock remains so, though now it is Liverpool 08, n.d.; Singh, 2003; Visit Liverpool, n.d. Mini case study: Liverpool relaunched Dead the questions, then the case material, For years Liverpool had suffered from jokes and then answer the questions. and abuse and for being more famous for its sense of humour than its work ethic. TV Questions programmes such as Bread, Brookside and The Fast Show built a picture of Liverpool as 1 What problems did Liverpool face in a city of lazy benefit fraudsters and chanc- attracting tourists? (Use the information ers. As a result, most tourists, shoppers and in the case study, but you may also want business travellers avoided it, fearing for their to look up Liverpool, and rival cities, on wallets and their safety. Yet locals always the Internet.) claimed that the Northern city's poor image 2 How could good marketing help to over was invented by London-based media and come these problems? that the truth was very different. 3 Write a short piece (approx. 200 words) on A golden opportunity to put things right came Liverpool for inclusion in a tourist guide. in 2008 when Liverpool became the Euro- You should identify different aspects of pean Capital of Culture. Over 2 billion was the city that will appeal to different types invested in the city to fund such ambitious of visitor. plans as reinventing rundown Paradise Street as a suitable venue for a variety of entertain- 4 How could relationship marketing help ments, including street theatre and music. Liverpool to attract more visitors? The rejuvenation of Liverpool was one of In its heyday, as England's busiest port, Liv- Europe's biggest regeneration projects. The erpool saw the launching of many fine ships impressive waterfront and the city's fabulous but, with those glory days long gone, the city architecture were cleaned up and shown off. was in need of a relaunch itself. New facilities were provided. New hotels were built. This was Liverpool's chance to show the world what a great place it really was. The Merseyside Partnership 2 Liverpool has always had a lot to boast about. As well as writers such as Beryl Bainbridge, Willy Russell, Alan Bleasdale, Catherine Cookson and Roger McGough, Liverpool has produced many pop-cultural icons. More artists with number-one hits were born in Liverpool than in any other British city. Its most famous sons are, of course, The Bea- tles. These symbols of the 1960s first played Liverpool's waterfront. at the Cavern club - now redeveloped as a Beatles museum. The National Trust now owns John Lennon's childhood home (a home to thriving bars, restaurants and shops, gift from his widow, Yoko Ono-Lennon) and upmarket apartments and the Tate art gallery opened it to public view. Liverpool Football rather than ocean-going ships. Club has been one of the country's premier clubs for decades. Comedians as diverse as Even with all these advantages, if the city Ken Dodd, Jimmy Tarbuck and Lily Savage was to make it on to every tourist's must- all hail from the city. Cilla Black started her see list, it had a lot of image rebuilding to days (as Priscilla White) singing in Liverpool. do. A spokesperson for the City Council said, and more recent music exports include Echo People just haven't been listening. Unemploy- and the Bunnymen, Atomic Kitten, Space, the ment is reducing and it is one of the safest Lightning Seeds, the Coral and Cast. cities in the country. Liverpool has art galler- ies, shopping centres and trendy bars. We Unusually for a city, Liverpool has been are also close to becoming the film capital of abroad itself. Its wealth of architectural styles Britain with the number of films shot here. | and the grandeur of its buildings have made don't see why it should be a problem market- it an ideal film double for a number of Euro- ing ourselves to the UK and abroad.' pean cities, including Moscow, Dublin, Paris and, most surprisingly, Venice. The most dra- Liverpool was a smash hit as Capital of Culture in 2008 and has managed to build best viewed from the Mersey. It is, of course on that success. It has been named in the the UNESCO listed waterfront with its 'three top three UK city break destinations for the graces': the Royal Liver Building, the Cunard second successive year by readers of travel Building and the Port of Liverpool Building, bible, Cond Nast Traveller Magazine, and which together form one of the world's most was recently voted the best loved of Britain's well-recognised skylines. Liverpool's docks non-capital cities. were once among the busiest anywhere and SOURCES: BBCI, n.d.; Liverpool City Council, n.d.; the Albert Dock remains so, though now it is Liverpool 08, n.d.; Singh, 2003; Visit Liverpool, n.d