Liverpool Experience Campus to launch

Image: ACC Liverpool Group

ACC Liverpool Group is looking to the future with a rebrand of its venues under the new name of the Liverpool Experience Campus although M&S Bank Arena will keep its title.

Liverpool City Region Destination Partnership said the ACC Liverpool Group will be retiring its existing name, and its venues will no longer be identified as ACC Liverpool or Exhibition Centre Liverpool.

Situated on Liverpool’s iconic waterfront, the organisation has grown into one of the UK’s leading event destinations.

Individual venues will be designated as the Convention Centre at Liverpool Experience Campus or the Exhibition Centre at Liverpool Experience Campus, providing delegates with clearer guidance and making it easier to navigate the campus.

M&S Bank Arena’s name will not change. The 11,000-capacity Liverpool Arena (currently known for sponsorship reasons as the M&S Bank Arena and previously the Echo Arena) is a multipurpose indoor arena in the City Center of Liverpool, England (UK).

The venue hosts live music, comedy performances and sporting events and forms part of the Liverpool event campus ACC Liverpool – an interconnected arena, exhibition and convention center. The venue serves a regional population of 2.5 million people and over 6.6 million across England’s North West.

ACC Liverpool said in a statement, “Icons were not always known by the names they carry today. There is power in the right name and Liverpool Experience Campus, or LEX for short, marks a confident step forward for the organisation as it looks to the future.”

Opening its convention centre and arena in 2008, the campus expanded in 2015 with the addition of Exhibition Centre Liverpool and the Pullman Liverpool Hotel, creating a flexible, multi-venue destination capable of hosting everything from international conferences and exhibitions to world-class live entertainment.

From that growth, The ACC Liverpool Group brand was launched. Nearly two decades on, however, the brand no longer fully reflects the scale, ambition or breadth of the organisation’s offer.

As the business continues to compete on a global stage, it recognised that its brand structure did not clearly express the depth of its capabilities or the unique strength of the destination and its connected, multi-venue campus.

Liverpool Experience Campus has been created to bring greater clarity and coherence across the campus, making its venues easier to understand and navigate, while better articulating the collective power of the organisation.

The new identity positions Liverpool Experience Campus for its next phase of growth, strengthening its presence internationally while remaining rooted in the energy, character and ambition of Liverpool.

The new identity underpins a long-term commitment to supporting the city’s visitor economy, driving inward investment and creating opportunities for local communities.

At its heart, Liverpool Experience Campus exists to serve its city. Beyond the events it hosts, the organisation is driven by a commitment to improving the lives of the communities around it, creating opportunities, supporting local employment, championing skills development and ensuring its success delivers lasting social and economic value for the Liverpool City Region.

LCRDP board member and Liverpool Experience Campus Chief Executive Officer, Faye Dyer said: “Our new identity is inspired by the unique spirit of Liverpool and defines, with confidence, who we are and what we stand for.

“We are not a single venue; we are a campus of brands – four stages that deliver a collection of experiences. The new approach represents the scale and flexibility of our multi‑venue campus, one of our greatest strengths, and expresses clearly the full depth and breadth of what we offer and what we want to be in future.”

The new brand marks the culmination of a two‑year‑long journey, informed by extensive research and consultations with staff, clients, stakeholders, and audiences.

The full brand launch will take place on 13 April.

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