Marketing Liverpool commissioned Zút to create a series of short destination marketing videos, as well as a suite of photography assets to inspire both domestic and international tourists to visit the Liverpool City Region.
The content needed to be creative and inspiring, emphasising the original experiences the City Region has to offer.
We created a series of videos, centred around the campaign theme ‘Do It Your Way’, which highlighted individual visitor experiences for different kinds of demographic.
The videos took the form of short, voiceover-lead stories, consisting of a montage of scenes depicting a Liverpool resident or visitor against a backdrop of local attractions and landmarks.
Footage was driven by authentic narrative given by the featured character discussing in their own words what they love about the city, giving the overall tone a more natural, honest feel.
The speaker never addressed the camera directly, with key words or phrases from their voiceover appearing on-screen as spoken, to draw the viewers’ attention to specific positive remarks made about the city.
The campaign resulted in four sets of creatives featuring; a retired couple; a family; New York music lover Kiyami and a young couple. We produced video content in multiple formats and accompanying still images that were used across a hard-hitting social and digital campaign.
See Kiyami’s experience of Liverpool in the video above.