When the Beatles Story came to us, our challenge was to devise engaging and effective storylines on a weekly basis. Stories that would engage media – local, regional, national and international visitors, new foreign stakeholders, travel trade and so on – and their wider audiences in new and interesting ways.

We identified early on that key to the success of the Beatles Story was strategic partnership work with other organisations in the city (public and private) to create a competitive, united offer that would appeal to people looking to visit Liverpool. We also worked alongside hotels and other tourist institutions, such as Liverpool Football Club, to create offers that would not only increase footfall to the city but also encourage them to explore for longer.