As Hull opens its reign as the UK City of Culture 2017, it has been revealed that Jaywing has played a key role bringing Hull’s cultural ambition for the year to life through the creation of a brand universe and assets for the Hull community to harness and own.
The latest stage in the creative communications surrounding the Hull 2017 campaign is designed to build momentum as Hull heads into a year of cultural events and experiences.
Collaboratively, Jaywing and the Hull 2017 team have taken a distinctive approach to marketing, using big, bold and brave messaging throughout all marketing communications to portray the city’s spirit and persona, which research with local Hull residents revealed during the initial branding phase.
Supporting this, a campaign under the core message “Everyone Back to Ours. 1.1.17” spans outdoor, press and video advertising. Epiphany, Jaywing’s media and search specialist, and Alchemy Media has played a key part in the display media planning and buying online.
In addition to this, Jaywing is involved with a number of the corporate partners supporting the year, developing individual campaigns, allowing integrated messaging to be carried through volunteering and other partner brand activity.
Hull 2017 communities and legacy director of marketing Phil Batty said: “Hull has more to it than meets the eye, and we want the UK and wider world to take notice. Hull 2017 presents the perfect opportunity to celebrate the cultural identity of the city in a way that will support our objective of bringing 1 million additional visitors to Hull next year.
“Bringing Jaywing on board to devise and execute the creative has enabled us to communicate our overall ambition for the year and to get people enthused about what will be a fantastic 365-day cultural programme.”
Jaywing client strategy director Nicola Carey added: “Using our brand activation expertise, the brand uncovers the many cultural highlights that Hull has to offer and celebrates the essence and people of this vibrant Northern city.”
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