single rebranding - Hull city of cullture

• what evidence is there for the need for rebranding in Hull?

  negative image 'end of line'

  decline in industry 1970s/80s

  unemployment
• what could the rebranding focus be?

  events or themes strategy

  old port heritage (maritime past)
• what are the benefits of rebranding?

  more visitors - £60 mill boost, inc of 30% in tourists (catalyst)

  £15 mill on art events - across the city

  turner prize - Ferens art gallery, CDI digital tech
• arguments against rebranding?


  only impacts 'elite' - wealthier/ educated not for working class

  recent cuts to spending - £1.6 mill funding

  no long term benefit
• who are the players?

  executive organisers

  local community groups, businesses

  gov