New forms of governance in attractiveness strategies: Liverpool Vision or the synergy of attractiveness and marketing agencies

SUMMARY

To boost #Liverpool's#attractiveness, Mayor Joe Anderson and the local authorities have created an integrated Economic Development Agency, Liverpool Visionwhich covers all areas of attractiveness (businesses, visitors, talent...).

Keywords: attractiveness, communication, governance, holistic marketing, brand, shared brand, public-private partnership, global attractiveness strategy, Liverpool, United Kingdom, Europe

Illustration : Liverpool Vision ©