Liverpool European Capital of Culture 2008 marketer Kris Donaldson is stepping down from his role at the end of this month.
Donaldson was appointed in 2004 as marketing director for the Liverpool Culture Company (LCC) with a remit to help reposition and rebrand the city, and to market the series of events held in Liverpool over 2008.
He stepped up to the position of LCC director when former chief executive Jason Harborow departed last February.
Donaldson told Marketing Week that his biggest challenge was “to address all the stereotypes built up over the decades about Liverpool and try to change perceptions nationally about Liverpool.
“We had to encourage people to come and visit and help encourage inward investment from companies that wanted to settle in Liverpool.”
On the issue of city branding, he says: “Liverpool is an example of a city that realised it had some significant challenges, and it’s a good example of a city that is able to take full advantage of a once-in-a-lifetime opportunity.”
Donaldson is a former director of marketing partnerships for Clear Channel Entertainment, and was the former marketing manager for the Sydney Olympics 2000. He is returning to Australia to reflect on his next move.
Many of the LCC executive staff are being placed in the City Culture unit within Liverpool City Council.
Liverpool launched its celebrations as European Capital of Culture 2008 with a city centre celebration that saw 20,000 people gather to see stars such as Ringo Starr and Dave Stewart perform.