Shaken & Stirred - Influential Brand Profiling and Positioning

Jaywing invigorates Northern Hub with creative branding project

Today, Hull UK City of Culture 2017 reveals the first season of its new programme of diverse and high profile events and projects to support its transformational year of culture in 2017.

Following on from the Olympics and Paralympics, Commonwealth Games and the Tour de France in Yorkshire, Hull 2017 is the next major event in the nation’s cultural calendar.

In preparation for its year as UK City of Culture, a key part of the Hull story, Jaywing was responsible for 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 fantastic 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 have 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.

Nicola Carey, Client Strategy Director at Jaywing said: “Today’s launch is all about unleashing the voice of the Hull 2017 brand alongside an innovative and inspiring artistic programme. We’re really excited to be taking this next step, following the brand identity reveal last year, to a full brand experience that is designed to invigorate a whole city. Using Jaywing’s 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.”

Phil Batty, Director of Marketing, Communities & Legacy at Hull 2017, added: “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.”

Hull was announced the winner of UK City of Culture 2017 in 2013. The award is given every four years to a different city that demonstrates the belief in the transformational power of culture. To deliver on this promise, Hull City Council set up Hull UK City of Culture 2017 as an independent charity. Jaywing, as an agency with its HQ in the north, was appointed to handle the brand development and creative marketing campaign for the launch.

Season one, Made in Hull, launches on 22nd September 2016