Moving Millions -The Marketing Programme Behind Liverpool One

ABSTRACT: When Liverpool One opened to the public in 2008, the then City council leader Warren Bradley acclaimed that “Liverpool is back! And it’s thanks to Grosvenor!” It was quite a statement and quite a moment. The culmination of four years effort and the most important development within Liverpool’s city centre for the more than 60 years. This case study tells the story behind the four year branding and marketing programme...
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Author: Ayo Daramola-Martin.
MD Admotus Marketing Limited

Working alongside established teams to define and deliver marketing strategies and plans for ‘pre-planning consultation’ in relation to a major sporting event coming to the UK in 2012

This major sporting event, coming to the UK in 2012 will be hosted at a number of sporting and non-sporting venues around London and in key locations outside the capital. Each of these venues will become a competition venue in their own right for the duration of this international sporting event. Each will have a temporary ‘overlay’ which will include branding inside the venue and the adjacent area and special arrangements for transport, security and spectator management. In total over 20 venues (including locations such as Earls Court, Lords, O2 Arena and ExCeL) will host a number of different sporting events.
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Liverpool One and the transformation of a city: Place branding, marketing and the catalytic effects of regeneration and culture on repositioning Liverpool

ABSTRACT:In 2003 Liverpool was named 2008 European Capital of Culture, an event which would deliver £800 million of economic benefit to the city. The following year private investors agreed to invest £1 billion in regenerating 42 acres (17 hectares) of the city centre, creating an area called Liverpool One, at the time the largest city centre regeneration scheme in Europe. The combination of these two factors was to set in train the physical transformation of the city and an emotional change in attitudes and perceptions of Liverpool...

 “Extracted from Ayo Daramola-Martin’s article in Place Branding and Public Diplomacy, Volume 5, 4, pages 301-311 (Palgrave Macmillan), reproduced with permission of Palgrave Macmillan. Copies of this article are available from the publisher at www.palgrave– Copyright 2009 Palgrave Macmillan 1751-8040”
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Author: Ayo Daramola-Martin.
Copyright Palgrave MacMillan

Top 10 Tips for achieving successful branding and marketing of complex mixed use regeneration projects

Admotus Marketing has specialist skills and experience in helping companies involved in delivering mixed use projects to develop and implement marketing strategies that create lasting location and place brands.
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Marketing on a Shoestring – How to Build your Brand without Blowing your Budget

Your marketing plan is your route map and guide which will ensure that you are clear about the benefits of your value proposition, your target market, pricing and how you will promote your business.
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Thoughtful marketing material

Value-Based Marketing – Marketing Strategies for Corporate Growth and Shareholder Value, Peter Doyle (2000): John Wiley & Sons.

Marketing Due Diligence – Reconnecting Strategy to Share Price, Malcolm McDonald, Brian D Smith and Keith Ward (2007): Butterworth-Heinemann.

Useful material on place marketing and branding

Liverpool One and the transformation of a city: Place branding, marketing and the catalytic effects of regeneration and culture on repositioning Liverpool, Ayo Daramola-Martin,Volume 5, Issue 4, November (2009), Place Branding and Public Diplomacy: Palgrave MacMillan.

Journal of Place Branding and Public Diplomacy: Palgrave Macmillan (

Liverpool One –Remaking a City Centre, David Littlefield (2009): John Wiley & Sons.

Public Diplomacy Magazine – an online publication of the Association of Public Diplomacy Scholars at the University of Southern California: (

A Place Branding Toolkit, SmallBackroom (

Over 70% of organisations have little or no grasp or do not know the financial impact of their marketing strategies   More