Editorial content will be produced by the Echo, with the help of television production company Red Hot Media which it has partnered for the venture.

Echo Outdoor will also offers advertisers bespoke taxi liveries, with access to 2,622 taxis on Merseyside as well as a wider national network of more than 45,000 hackney taxi cabs.

Regional managing director Sara Wilde said: "Echo Outdoor complements our wider media portfolio and represents an exciting and appealing new opportunity for advertisers.

"Clients can reach a regional audience of millions through our award-winning print and magazine portfolio, high traffic community and commercial websites, door-to-door distribution, and now our highly visible and attention-grabbing outdoor media.

"The introduction of these new changes highlights our continued commitment to delivering multi-media options and enhanced levels of response to our advertisers, providing a one-stop-shop for their advertising needs."

An Echo branded cab