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Liverpool draws on Beatles’ legacy in US campaign


The owners of the Cavern Club have brokered a major deal with New York radio station, SiriusXM.

The move will see the broadcaster promote the city’s tourism offer on behalf of the “Beatles Industry Group” – which is made up of The Beatles Story, Hard Days Night Hotel, Magical Beatles Museum, childhood homes and Marketing Liverpool.

SiriusXM has more than 33m subscribers and over 50m weekly listeners in North America.

The campaign includes on-air promotions across multiple channels, a dedicated web page, social media posts and inclusion on its email newsletter – which is sent out to in excess of 18m subscribers.

Running until January, there will also be a competition to win a visit to the city.

“Liverpool is extremely popular with American visitors, many of whom come because they’re huge fans of The Beatles and want to see where it all began. We see this day in, day out at the Cavern Club and on the Magical Mystery Tour, and SiriusXM has its own dedicated Beatles channel because the band’s music remains so in demand in the US,” explained Bill Heckle, director of Cavern City Tours.

“To celebrate the 50th anniversary of the White Album, we are launching this campaign in the US to promote the city and offer one lucky pair the opportunity to visit Liverpool for a packed five days.”

A recent report found that the Beatles’ legacy is worth £82m a year to Liverpool and growing. Earlier this year, the city outlined plans to use the band’s popularity to improve the Mathew Street area around the Cavern Club, to bring more tourism to Liverpool.

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