'One course is all it takes' goes live across Liverpool

LJMU campaign aligns with high footfall events

From large format billboards in Liverpool City Centre, to central train stations and motorway advertising, LJMU’s latest billboard campaign is taking over the city region. 

The roll-out of LJMU’s new branded artwork, which centres around three key themes of passion, purpose and pride, has gone live across high footfall areas in the region.  

Aligning with key events in Liverpool 

The new corporate marketing campaign, which launched in March 2025 around spring graduation, has entered its second stage with key messaging and artwork focusing on Liverpool’s musical ties and the exciting events happening across the city this summer. 

The latest imagery was launched just ahead of Radio1’s Big Weekend - an event which attracted more than 100,000 people to the music festival in Liverpool’s Sefton Park - and other music events, including Dua Lipa’s concert at Anfield in June. 

The artwork which shows two students against the backdrop of Liverpool’s waterfront, uses the line ‘one course is all it takes’ with a specific call to action to study at LJMU. 

Over the next fortnight, LJMU will also be highlighting our expertise in the area of sports science as the university celebrates 50 years of sports science at the university. The billboard launched ahead of Liverpool FC lifting the Premier League trophy at the final game of the season and their victory parade in the city. 

New corporate messaging on our key achievements and impact 

As part of the brand campaign and the new look and feel of corporate marketing, new core messaging on how to tell LJMU's story, achievements and impact is available on the website's About Us section.

Further campaigns throughout the year

The campaign has been built on research, insights and survey data gained over the year and tested with prospective and current student focus groups to ensure messages and visuals align with this key audience. 

As 2025 continues, keep a look-out for further campaigns around the city to coincide with key student recruitment dates and city-wide events such as summer graduation and the British Science Festival in Liverpool.