Mustard Media Wins Liverpool’s Music Destination Campaign

Team Mustard, ready to spice up Liverpool's City of Music Campaign

After an intensive pitch process, Marketing Liverpool has awarded Mustard Media as the marketing agency for the Liverpool City of Music Campaign, a groundbreaking destination marketing initiative aimed at positioning Liverpool as the UK’s City of Music.

The Liverpool City of Music campaign is set to build on the momentum generated by Liverpool’s successful bid to host the Eurovision Song Contest 2023 on behalf of Ukraine. The Liverpool City of Music Campaign will invite consumers to celebrate the vibrant music and cultural experiences that are distinctive to the region, showcasing both the city’s rich musical heritage and the diverse range of emerging music trends, venues, and locations across the city region.

Mustard Media will play a pivotal role in bringing the Liverpool City of Music Campaign to life. As the chosen agency, they will be responsible for the marketing roll out across strategy, creative, paid media and media buying. Mustard Media is a festival and events marketing agency, with 10 years of experience in growing audiences all around the world. Their data-driven approach and promoters mindset has proven to be a winning combination, as they enter their 10th year with the announcement of their best results on record, driving 1.5million tickets and £80 million in ticket revenue for their clients in 2022.

Marketing Liverpool is thrilled to work alongside Mustard Media to deliver an impactful and memorable City of Music Campaign that showcases the city’s vibrant new music scene, as well as profiling how the beat goes on across the city region to promote a truly vibrant and exciting region for visitors across the world.

Pamela Carroll, Marketing Campaign Manager, Marketing Liverpool said:

“With this collaboration, we aim to elevate Liverpool’s status as a music destination, drawing music enthusiasts and travelers from around the world to experience the city’s diverse and vibrant musical tapestry.

Throughout the competitive pitch process, Mustard Media’s experience with event and leisure  tourism, combined with their passion for Liverpool’s musical heritage and innovative approach to marketing set them apart. We were impressed by their ability to capture the anticipation and excitement associated with live music experiences, making their proposal deeply relatable to our target audience.

With their track record of delivering successful marketing campaigns, we are confident that Mustard Media is the perfect partner to showcase Liverpool City Region as a visitor destination of choice.”.”

Sian Bennett, Strategy Director at Mustard Media said:

“ As a proud scouser I couldn’t be more excited to be collaborating on Liverpool’s City of Music Campaign. Liverpool’s music scene holds a special place in my heart, as it was where my own love affair with live music began. This campaign isn’t just a project for us; it’s a labor of love that aims to bring the magic of Liverpool’s music scene to audiences far and wide. We’re looking forward to working on the brief to deliver a 360 campaign that cuts through.”