taw Unveils Jurgen Klopp Billboard

Fan media organisation The Anfield Wrap (TAW) has unveiled a major new billboard in Liverpool city centre as part of the marketing strategy behind its new five-part documentary series named ‘JÜRGEN’.

German beer brand ERDINGER, which has Liverpool FC manager Jürgen Klopp as an ambassador, announced its partnership with TAW last month and the new billboard will feature a giant piece of artwork to help promote awareness of JÜRGEN across the city.

The design incorporates an image of Klopp’s face on a red backdrop with the letters of J Ü R G E N fronting the artwork alongside TAW and ERDINGER logos, while the campaign’s marketing also incorporates designed bespoke imagery of Klopp’s face made of the 35 different interviewees in the documentary.

The billboard is positioned directly opposite the main entrance of Liverpool Lime Street station.

Craig Hannan, Head of Brand and Marketing at The Anfield Wrap, said, “We wanted to announce the release of JÜRGEN and our partnership with ERDINGER in a way that reflected the scale of the project, and would grab the attention of Liverpool fans wherever they are. It’s a local campaign with an international footprint.

“We have a track record now of punching above our weight with our marketing, with activity blue-chip brands would be proud of, all in house without any agency help, and it is stunts like this that differentiates us from others in our space, it’s part of our strategy.

“The campaign centres around eye-catching, shareable Out of Home that translates to social media and we use our expertise in content creation, our links to the media, and our own reach and relationship with Liverpool fans to ensure any activity travels much further than any actual ‘eyes on’ footfall. We have got lots more planned.”