The project has been delivered in partnership with the region’s destination marketing organisations, having recognised that LJLA is used more and more as a gateway airport not just for passengers travelling to the Liverpool City Region but also for the surrounding regions of Cheshire, Lancashire, Cumbria and Manchester.
Walls along the Airport’s international arrivals walkways and inside the baggage reclaim area have been dressed to display imagery that celebrates the diverse array of attractions both for visitors and returning passengers. These showcase a mix of arts, science, history, sports, music, food and fashion from across the City region and the North West and all accessible via Liverpool, the region’s faster, easier, friendlier Airport.
The Airport has worked closely with a host of tourism partners on the project, including Marketing Liverpool, Marketing Cheshire, Marketing Lancashire, Cumbria Tourism and Marketing Manchester and is seen as the first phase of a larger project to enhance the arrivals experience for passengers and create a great welcome to both the Airport and to the regions it serves.
Katie Elliott, LJLA’s head of Marketing commented, “We are delighted to have been able to work in collaboration with the North West of England Tourism Partners to create a sense of place for international passengers arriving into Liverpool for the first time, whilst at the same time evoking a sense of pride amongst those passengers returning home to their city.
This has been achieved using Inspirational imagery for a multitude of genres which best represent Liverpool, the City Region, Lancashire, Cheshire, Cumbria and Greater Manchester”.
Chris Brown, Director of Marketing Liverpool added, “The new arrivals branding instantly gives a sense of place when passengers touch down at Liverpool John Lennon Airport.
Liverpool City Region and its surrounding areas are blessed with an immensely broad visitor offer, and we’ve tried to give a flavour of that; from famous landmarks to natural landscapes and some of the events that return to the city region each year. We’re proud of the results, but most importantly, the early feedback from passengers shows that they like this welcome to Liverpool.”