As Eurovision fever gripped Liverpool, Ocean was proud to be at the centre of all the action. TikTok had taken over the Liverpool Media Wall, complete with an experiential area where the brand had set up a busking stage in front of the screen, right outside the station. Musicians performed on the stage each day, adding to the city’s already vibrant musical heritage. Meanwhile, The Screen @ Cavern Quarter had a major presence, occupying 57% of campaign space. Both campaigns had been live since May 1 and will continue until May 14.
On the evening of May 7, The National Lottery hosted ‘The National Lottery’s Big Eurovision Welcome’ outside St George’s Hall, next to The Liverpool Media Screen. It was a spectacular live show celebrating the city, its musical heritage, Ukraine, and Eurovision.
The Liverpool Media Wall screen has been an iconic community asset and Ocean’s first full-motion large-format location since 2008. Located opposite Lime Street station, it engages with commuters, shoppers, and tourists, and has become part of the infrastructure of Liverpool. Thanks to its latest upgrade and site development, the location has been transformed into a pedestrian area, allowing for longer dwell time, better engagement, and an overall enhanced out-of-home experience.
As the city prepared to host Eurovision on behalf of Ukraine, the excitement had been palpable in Liverpool and Ocean has been an integral part of the preparations. In February 2022, Ocean led fundraising content across its UK-wide estate to raise awareness of the Red Cross’ Ukraine Crisis Support. And now, the company is proud to have been able to support the country again by taking part in the biggest song and dance party of the year.
James Stafford, General Manager, Marketing & Operations UKI & Nordics, TikTok said: “We are thrilled to partner with Visit Liverpool to celebrate and champion this iconic City of Music as it welcomes the Eurovision Song Contest. Through this partnership we’ll be bringing Liverpool’s rich musical heritage and personality, to our global community.
“TikTok is where stars get started and that’s true whether you’re an artist, a small business or a TikTok creator. We’ll be providing workshops to businesses, museums, and local landmarks, working with local creatives, and supporting busking spots across the city; so, whether you are a visiting for the first time or discovering the scouse sense of humour in app, let TikTok be your guide to Liverpool!”
Sue Finnegan, Commercial Director & Head of Eurovision 2023 Host City Visitor Experience said: “Liverpool and TikTok are two of the world’s most powerful and influential brands. This partnership and global brand alignment has social value at its core and couldn’t have come at a better time for our city. Not only have we created a city playground of brilliant, immersive activations, TikTok is engaging and supporting our immerging creative talent, SMB’s, and glorious visitor economy in their post pandemic recovery – a sector that not long ago, took a £3bn hit during Covid-19.
“This is a global, long-term strategic destination partnership like no other. Just like Eurovision, it will have an incredible international reach and legacy, and it help define our city for the next decade as a great place to live, work, study and invest.”