The Merseyside Partnership rolls out its 500,000 brand identity campaign nationwide from January 27. Created by McCann-Erickson Manchester, the new images will run on posters, London Underground stations, taxi exteriors, interiors and receipts until June. It focuses on commuting and the environment plus the sport, leisure and cultural activities available in the Merseyside area. The aim is to encourage both tourism and business investment. TMP represents a group of 300 tourism and business leaders, including Littlewoods, the Tate Gallery and Merseyside Police. It aims to change the stereotyped image of the region.