Be Colourful, reckless and transformative"
Hull was often overlooked, but there is more to it than meets the eye. We wanted the UK and wider world to take notice. To develop the strategic brand platform, personality and identity as the UK's City of Culture, extensive consumer research discovered ‘more to the story’ of Hull. The down to earth, cheeky and provocative brand re-affirmed a sense of community and pride in Hull’s people and captured the ambition for the year, and beyond.
From 'Scrapital of Culture' to revitalised Northern gem
visitors to Hull, 26% higher than target
reach in media activity
We’re delighted with the outcome and brand expertise that Jaywing brought to bear on this project. The UK City of Culture provided us with a fantastic opportunity to showcase the unique cultures and diversity of Hull, and Jaywing’s work continues to see the city grow and evolve.”
Travel, Leisure & Transport
Best Tourism & Leisure Campaign
Best Brand Building