Commuters on London’s Underground will see a new campaign from today encouraging young professionals to move to Liverpool. Funded by Liverpool Business Improvement District, the campaign showcases the economic and lifestyle benefits of moving to the historic heart of the city’s commercial neighbourhood.

Called Scouse Style, the campaign sells the benefits of Liverpool’s affordability in property, food and drink offer and vibrant hospitality sector, cultural offer and the small size of the city centre and connectivity, being just 15 minutes via train to the coastline. It will also target young professionals in Manchester.

Harry Edwards is from City Residential, looking after core properties within Liverpool city centre and the Commercial District,

“We’ve seen a rise in activity from owner occupiers, particularly first time buyers, who are looking to purchase in the city. In many cases, buying is becoming more cost-effective than renting, especially as rents continue to increase. We believe one of the key reasons for this demand, particularly in Liverpool, is the relative affordability of property compared to neighbouring cities such as Manchester. I’ve also noticed a growing number of working professionals employed in Manchester choosing to purchase in Liverpool and commute, rather than buying and living in Manchester itself, even when considering convenience of transport.”

The Scouse Style artwork was created by Reggie London, who has worked with Business Improvement Districts in England on tourism campaigns.

Paul Brooking, Creative Director at Reggie London says,

“The campaign is about changing perceptions and reclaiming the image of all things ‘Scouse’ to represent what Liverpool is today. Being the most affordable city in England, with the best food and beaches on its doorstep we are asking people to think again about where to live or run a business. ScouseStyle represents a way of living that is smart, modern and part of a great community. It’s one of the best places to start or grow a business in the UK.”

The news comes as Steve Rotheram, the mayor of Liverpool City Region, announced at MIPIM 2026 a new £2bn investment fund to bring new and existing public funding into one pot, accelerating regeneration and attracting billions in institutional investment.