Selling the city message to 'investors and influencers'
Liverpool Vision has a simple yet ambitious task for its two US representatives – to “take the Liverpool message and make sure it’s spread far and wide”.
Ailsa Horne, the agency’s head of international and investment, says Vision has identified the US as a key market for the city in coming years, along with China, India and Germany.
Kristen Hirst and Gareth Lewis have been appointed to build a network of “businesses, investors and influencers” and to encourage US firms to invest in Liverpool.
And while they will; be expected to bring investment to the city, they also have another intangible yet valuable role – making sure Liverpool wins a reputation as a city that is ripe for US investment.
Ms Horne said: “They will have targets, in terms of companies introduced and meetings held. But it’s really about the brand. Some of these things are more intangible. Look at the Liverpool in London initiative (the city’s LONDON ‘embassy’). I met lots of people who said that really changed their perception of Liverpool. That’s the target, but it’s hard to measure.”
Ms Horne says the time is right for a further push into the American Market.
She said: “America is a very strong trading partner for the UK, and there’s a very positive cultural relationship between Liverpool and the US.
“With the connections we’ve made already, Georgia is a real opportunity for us.
“We’ve got big connections with Memphis, building on that musical connection.
“In New York, there are lots of opportunities, while we hosted a trade delegation from Boston recently and sent another in return.”
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