Albert Dock is the focus of a new international photography campaign which aims to promote Liverpool and the wider region as an attractive place to visit, live, work, and play.
‘Magic in the Air’ is the idea of award-winning photographer Craig Easton and creative director and producer, Brigid Benson, both originally from Wirral.
The pair were commissioned by Albert Dock and Marketing Liverpool to create the series of images which will be used in various marketing campaigns across the city.
A spokesperson for Marketing Liverpool told JMU Journalism: “Creating iconic images of Liverpool’s Albert Dock will showcase the wonder that you can find in the largest collection of Grade I listed buildings in the UK, this is sure to feed tourists’ imagination for what is in Liverpool.”
“Albert Dock Liverpool was interviewing creative agencies as part of a bid process to appoint an agency to develop the brand direction for the most visited free tourist attraction in Liverpool City Region. Each agency highlighted the fact that the Dock did not have an iconic image to celebrate all that it is.”
“Craig is the current International Travel Photographer who had shot the images for Visit Britain for the Olympics campaign. When it was established that he was local and had never been commissioned to shoot any local images, it was a natural choice to commission him and Brigid.”
Photographer Craig Easton said in a press release: “Having worked all over the world it was fantastic to shoot in Liverpool and have an opportunity to show the city in a new light. The images will enable people to see the destination through fresh eyes.”
This year marks the 25th anniversary of the Albert Dock as a visitor attraction and it plays a key role in Liverpool City Region’s Visitor Economy, which now generates £3.4billion, attracts 56 million visitors and supports 46,000 jobs annually.