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Absolutely Cultured

Attracting 6 million people and changing a city forever

Be Colourful, reckless and transformative"

Martin Green, CBE

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


economic impact

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.”

Phil Batty Director of Marketing, Communities & Legacy, Hull UK City of Culture 2017


Winner Marketing Week Masters Awards

Travel, Leisure & Transport

Winner Prolific North Awards

Best Tourism & Leisure Campaign

Shortlisted DMA Awards

Best Brand Building

Featured in The Guardian Travel


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