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Liverpool is aiming to build on its recent high profile as 2008's European Capital of Culture by attracting more visitors this year.
The Mersey Partnership wants to continue promoting the north-west city as a cultural hotspot following the success of its year in the spotlight.
Indeed, Liverpool achieved massive media exposure from events such as Sir Paul McCartney's live concert at Anfield Stadium.
Lorraine Rogers, chief executive of the The Mersey Partnership, commented: "This campaign focuses on the rich cultural offering and the fact that Liverpool will always be a European cultural capital."
An advertising campaign devised by Finch will soon appear in the national press, while marketing materials will also be placed in locations such as London's Underground network.
This could help it attract visitors from overseas and other parts of the UK, including stag parties and people who want to take a short break.