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Marketing the Liverpool Brand

Students enjoyed a sneak preview of the plans behind Liverpool’s Capital of Culture celebrations when Marketing Director Kris Donaldson delivered his vision for 2008 to marketing and public relations undergraduates.

The American born marketing executive made his name in Australia working for blue chip companies such as Visa. He later enjoyed the role of marketing manager for the Sydney Olympics where he was responsible for international sponsorship.

Paula Keaveney, who arranged the visit, is lecturer in public relations at Edge Hill: “Our students benefit enormously from visits by high profile speakers who have a wealth of experience to share with undergraduates,” commented Paula. “Kris Donaldson is no exception. He provided a valuable insight into how the Liverpool brand is perceived the world over and gave an overview of the challenges of communicating that brand both internationally and closer to home.”

Kris also unveiled plans in place to celebrate Liverpool’s 800th birthday including around 300 community led projects and the reopening of St George’s Hall.

Paula Keaveney said: “Students were keen to find out more about how to engage local people in the marketing of international events like the European Capital of Culture and Kris provided an interesting view on different strategies to engage different communities. He has promised to return to Edge Hill in 2008 to provide an update for students during the Capital of Culture year.”