Two of Liverpool’s development agencies have agreed to combine their marketing forces, which could attract European funding worth £2m.

The agreement between the city council’s Liverpool Vision organisation and the Liverpool City Region Local Enterprise Partnership (LEP) will mean that the newly established, Marketing Liverpool, will take the lead on promoting the city region.

Under the proposals, the LEP and partners will commission Marketing Liverpool to deliver a range of activities, including: management of the Visit Liverpool website; overseas and domestic marketing; events and festivals marketing; convention bureau activity; membership activity including sales and recruitment. But Liverpool will be the “attack brand.”

“The need for a broad city region marketing strategy has been widely recognised. This agreement results from detailed discussions over how existing structures and delivery mechanisms can be remodelled to eliminate duplication of effort and provide clarity in the market place,” explained LEP chair Robert Hough.

“The creation of the new Marketing Liverpool body within Liverpool Vision allows the LEP and its Partners, to commission delivery of a range of marketing activities required to maximise the potential we have identified for growth in the key sectors of our economy by promoting the City Region as a great place to live, work, invest, study and visit.”

The LEP is currently bidding for £2m from Europe for Place Marketing activity. Should this be successful, the funds will be used to commission Marketing Liverpool’s initial work.

“This decision provides us with an opportunity through Marketing Liverpool to promote our offer to both national and international markets,” added Liverpool Vision chief executive Max Steinberg.

“The key to this will be creating effective private and public sector partnership arrangements to ensure that, under the one umbrella of Marketing Liverpool, we can promote ourselves through a combination of our new and traditional strengths and assets.”

Current LEP marketers will be seconded to Marketing Liverpool as part of the agreement.