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Post and Echo agree £2m Capital of Culture deal

The Liverpool Daily Post and Liverpool Echo have announced a £2m deal to become official partners of the European Capital of Culture 2008.

The city was backed by the two newspapers in its bid to become the culture capital in two years’ time and the deal is the latest to be secured by the Liverpool Culture Company.

The newspapers’ parent company, Trinity Mirror North West and North Wales, say the sponsorship – a combination of cash and marketing support – will open up a range of new publishing opportunities.

The newspapers played a crucial role in Liverpool winning the Capital of Culture crown in June 2003. The papers campaigned vigorously and worked closely with other agencies on Merseyside to secure its success.

Daily Post editor Jane Wolstenholme said: “Being named European Capital of Culture was one of the biggest good news stories in Liverpool’s history.

“We were determined to be a part of it. Now, as the preparations for 2008 gather momentum, being an official partner will allow the Liverpool Daily Post to play an integral role. We couldn’t be prouder to be on board.”

Echo editor Alastair Machray, added: “We’ve watched with growing fascination as the plans for the next few years have taken shape. We are absolutely thrilled to be adding our support to this wonderful adventure.

“In addition to providing extensive exposure to the 08 programme, we will commit to providing invaluable feedback to the culture team on behalf of our massive readership base.”

Trinity Mirror North West & North Wales regional managing director Sara Wilde said: “The Liverpool Echo and Liverpool Daily Post are part of the fabric of Liverpool.

“Our papers have a heritage stretching back to 1855 and we will continue to be at the heart of the city’s culture.

“We see ourselves as playing a hugely important role in providing the oxygen of publicity to the ’08 programme of activity and beyond.

“Our titles are read by three-quarters of the population on Merseyside and will play a key role in galvanising the local community and our readers and advertisers at this crucial time for the city.”

The company yesterday launched a plane to fly a banner over Liverpool skyline to celebrate the news.

As well as in the Daily Post and Echo, Capital of Culture will be promoted in the company’s portfolio of weekly newspapers and magazines across Merseyside, Cheshire, North Wales and West Yorkshire.

City council leader Warren Bradley, said: “This deal with Trinity Mirror North West & North Wales will get the 08 message on to the high street and to millions of people – not just in Liverpool but right across the region.

“For the company, which publishes great media brands such as the Liverpool Echo and Liverpool Daily Post, to see the benefits of being part of 2008 is a great boost to our plans.”

Around one third of Liverpool businesses are planning to invest in the Culture company ahead of the Capital of Culture year in 2008.

The European Capital of Culture status is predicted to attract an estimated £3bn of investment, and attract an extra 1.7m visitors to the city.

  • After winning the bid in June 2003, the Liverpool Culture Company is responsible for delivering the celebrations to mark the city’s 800th Birthday in 2007 and a year long programme of events and festivals in 2008.