At over 130 years old, Merseyside Police’s Mounted Section is the oldest in the UK.

Our APS Group agency (MMP Global) were tasked with creating a new branding positioning, identity and advertising campaign, resulting in a striking photographic approach, featuring the horses standing proud and tall in the communities they serve.

The ‘Stand Tall’ campaign involves a bold new identity, influenced by the surrounding area’s communities, streets, Liver Birds, River Mersey and of course, the horses themselves.

Speaking of the campaign, our Group Creative Director, Julian Gratton, said: “It has been an absolute honour to work on this campaign. Everyone involved at the agency has given their all in ensuring the work we delivered, from the strategy to the positioning and the final creative, was the best we could deliver. We’re sure it will go a long way to safeguarding the future of this incredible public service.”

A launch event was held last week at Liverpool’s Hope Street Hotel with a special appearance to be made at this year’s Grand National next month.

Campaign imagery was shot by Christopher Doyle and retouched by Anne Mulqueeny.

“MMP captured the essence of our campaign requirements perfectly. They created a brand that conveys the pride our organisation has in this indispensable police resource. We are really excited to watch the campaign grow.” Danielle Hollywood, Income Generation Office, Merseyside Police.

Take a closer look at our campaign at: