Luis Suarez today gave his backing to a brand new campaign aimed at rebranding Liverpool as a global city.
The Liverpool striker - who has been warmly embraced by his new city since arriving in January - is one of a number of leading figures to add his name to the initiative, which is designed to promote Liverpool's reputation as a first class place to live, work, study, invest and visit.
The 'It's Liverpool' campaign was being launched at Liverpool's John Moores University this morning, with keynote speeches from Max Steinberg, chief executive of Liverpool Vision, Cllr Joe Anderson, Leader of Liverpool City Council and Liverpudlian Olympic Medallist, Steve Parry.
Ian Ayre, Managing Director, Liverpool Football Club, said: "Liverpool is a city of greats. It's a city of great football, music, creativity and culture. It's a city of great architecture, business, invention and enterprise. It's Liverpool is about celebrating all of this greatness, and I would encourage every local business and organisation - however big or small - to get 100 per cent behind it in their support."
Developed as a key part of The Liverpool Plan, It's Liverpool is an initiative which involves a unique and unprecedented level of collaboration between the public and private sectors.