From bid, to delivery, to legacy: maintaining vision and cohesion - - PowerPoint PPT Presentation

Martin Green

Chief Executive, Hull Culture Company

From bid, to delivery, to legacy:

maintaining vision and cohesion throughout the journey

Uniting a great city... telling the world

Starting at the bottom - always the butt of jokes

For years, the city of Hull carried a negative reputation.

Though sometimes unfounded and based on outdated statistics, (mis)perceptions of the city were reinforced by less-than-favourable national representation

Yet another joke?

The announcement that Hull would be bidding for UK City of Culture 2017 was met with some cynicism

• not least among its own residents

(the announcement followed a failed bid attempt in 2009 to be UK City of Culture 2013).

In a poll of Hull Daily Mail readers 60% thought that Hull SHOULD NOT be UKCoC

codhead99 | Wednesday, March 6 2013, 8:55AM

This is a wind up right? You'd find more culture in a pot of yoghurt.

meldrewvic | Wednesday, March 6 2013, 3:24PM

Must have been asleep for a couple of weeks and woken up on 1 April - could have sworn I saw the words "Hull" and "City of Culture" in the same sentence.

Illogical1 | Wednesday, March 6 2013, 11:10PM

What a waste of money, we're not going to win it, and it'll probably cost a fortune putting a bid in for something that we won't get like we did with the World Cup a few years ago, save your money council and spend it on something more worthwhile!

8 months later...

and the story was totally different!

UK Prime Minister @Number10gov Congratulations to Hull #CityofCulture2017. I’m sure it will be a huge success for Hull & Humberside #PMQs

So how did we do it?

We wanted to ‘Tell the World’ but first had to give Hull itself the belief that we could succeed

Over 250 local artists, musicians, writers, historians, promoters and community members came together to create the bid’s central themes. Thousands more joined the conversation on social media.

Initial bid Shortlisted Full bid delivered Submitted to Manchester

“Unlike other meetings of public, private and voluntary sectors we have experienced, there was a real level playing field here, and no sense that decision making and the process of bidding for UK City of Culture was top-down.”

Dave Windass, playwright and company director, Ensemble 52

Hull announced as UKCoC 2017

2013 MARCH APRIL MAY JUNE JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER

To succeed we needed people to believe in

• ur vision

Local media partnerships played an essential part in making this happen. A constant flow of positive, thought-provoking coverage ensured the bid was always high on the agenda, increasing awareness and positive opinion.

Initial bid Shortlisted Full bid delivered Hull announced Submitted to Manchester as UKCoC 2017

2013 MARCH APRIL MAY JUNE JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER

We also needed to change the conversation in the national media

We specifically targeted outlets the judges were likely to see and promoted our key message: Hull has some serious challenges and needs - but also tremendous potential for positive change.

Peter Mandelson pays tribute to Hull’s entrepreneurial derring-do: "What I like about it is the

confidence: the buoyancy

• f the place”

In an article by John Harris, The Guardian, Monday 9 Sept 2013

Initial bid Shortlisted Full bid delivered Hull announced Submitted to Manchester as UKCoC 2017

2013 MARCH APRIL MAY JUNE JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER

Making the shortlist, starting to believe

Initially viewed as the bookies’ rank outsider, Hull was announced as one of four ‘candidate cities’ shortlisted for the title. The bid was buoyed by positive media coverage, a growing social media following and support from across the city

Initial bid Shortlisted Full bid delivered Hull announced Submitted to Manchester as UKCoC 2017

2013 MARCH APRIL MAY JUNE JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER

Back the Bid

Our campaign focused

• n building support

From connecting with the local creative community...

Fourteen local bands Local writers show their record a CD ‘Cultur’Ull’ talent in the ‘Ten Miles East of England’ pamphlet HullBID back the bid

Initial bid Shortlisted Full bid delivered Hull announced Submitted to Manchester as UKCoC 2017

2013 MARCH APRIL MAY JUNE JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER

• ver

1,000

people got

in the frame

...to Inspiring local people to believe we could win...

Initial bid Shortlisted Full bid delivered Hull announced Submitted to Manchester as UKCoC 2017

2013 MARCH APRIL MAY JUNE JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER

...to winning the support of the local business community

22 Hull 2017 Angels donated £17,000 each towards the bid.

Initial bid Shortlisted Full bid delivered Hull announced Submitted to Manchester as UKCoC 2017

2013 MARCH APRIL MAY JUNE JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER

We used stand-out events to create press excitement

...and social media to engage

• ur community.

Support was growing rapidly

Total number of supporters (Facebook, Twitter, Instagram and Youtube)

Leicester Swansea Bay Dundee Hull

Initial bid Shortlisted Full bid delivered Hull announced Submitted to Manchester as UKCoC 2017

2013 MARCH APRIL MAY JUNE JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER

“This was something else. It was magical. I’d say that for many it was the turning point.”

Hannah, local resident

The festival brought in £2m revenue to the City - and showed the world we were ready to deliver.

“ I felt privileged to be part of a city realising that maybe we had something to offer, it felt like people putting aside a notion of woe is me and thinking wow is us!”

David Burns, BBC Broadcaster

Initial bid Shortlisted Full bid delivered Hull announced Submitted to Manchester as UKCoC 2017

2013 MARCH APRIL MAY JUNE JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER

Freedom Festival gave us a platform to talk to local supporters

• f Hull's cultural scene.

The ‘Back the Bid’ camper van invited people to hop on board and share their thoughts. Watch the video here.

Initial bid Shortlisted Full bid delivered Hull announced Submitted to Manchester as UKCoC 2017

2013 MARCH APRIL MAY JUNE JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER

Pedal power

The custom-painted bikes used to deliver the bid were created by local artist Mark Wigan. They were ridden to Manchester by a team of community and cultural ambassadors with the local media in tow. People followed their progress on social media, generating huge backing for the bid.

SEPTEMBER 30TH 2013 Meanwhile, Hull’s Twittersphere

exploded as #HULLYES launches, tweeted once every 3 seconds at its peak. The hashtag was tweeted 12,545 times and trended UK-wide.

14,607 Likes

and counting

Initial bid Shortlisted Submitted Full bid delivered Hull announced to Manchester as UKCoC 2017 Gary Verity @GaryVerity Sep 30

All eyes to the East today #HullYes ...all of #Yorkshire is right with you

2013 MARCH APRIL MAY JUNE JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER

Going for Gold

To celebrate the bid submission, Hull’s “Gold Man” Andy Train took to the East Coast mainline to hand out copies of the Hull Culture Map.

Initial bid Shortlisted Full bid delivered Hull announced Submitted to Manchester as UKCoC 2017

2013 MARCH APRIL MAY JUNE JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER

A noticeable shift in attitudes

Back in March a whopping 60% of HDM readers thought that Hull should not be City of Culture. A new poll in September showed a positive and significant shift.

People’s

Q: Are you aware that Hull has been shortlisted for UK City of Culture 2017? panel Q: Do you think Hull will benefit by being UK City of Culture 2017?

“Hull City Council deserves immense credit for not only leading and co-ordinating the City of Culture bid, but also for embracing and promoting the support and input of so many

• rganisations across the public, private and third sectors.”

John Meehan, owner, Meehan Media & Comms Ltd Initial bid Shortlisted Full bid delivered Hull announced Submitted to Manchester as UKCoC 2017 Sam Campbell@CamSampbell Nov 19

@2017Hull Even if Hull doesn’t win tomorrow, it takes nothing away from this fantastic city. I feel proud to live in Hull. #HullYes

Jon Witts@jonwitts Nov 19

Finders crosses for @2017Hull for the City of Culture tomorrow. We deserve it! Arts scene is what made me stay in Hull! #HullYes

2013 MARCH APRIL MAY JUNE JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER

Ahead of the pack?

Our success at engaging our community captured the interest

• f the national press.

Initial bid Shortlisted Full bid delivered Hull announced Submitted to Manchester as UKCoC 2017

2013 MARCH APRIL MAY JUNE JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER

‘This City Belongs to Everyone’

On YouTube, our video quickly racked up

• ver 100k views and nearly 700 shares.

Click here to watch

Initial bid Shortlisted Submitted

• ver

100,000

views

Full bid delivered Hull announced to Manchester as UKCoC 2017

2013 MARCH APRIL MAY JUNE JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER

We did it!

Hull is announced winner

Initial bid Shortlisted Full bid delivered Submitted to Manchester

In the words of the judges

“ … a strong united bid from Hull.” “Evidence of strong organisational involvement across the city and significant efforts to enthuse and engage the city’s people, including strong local media coverage.” “There is strong awareness of the bid in the city and strong momentum generated.” “Promising private sector involvement and support” “A clear articulation of why Hull needs UK City

• f Culture and how it would benefit the city.”

“Strong focus on PR and engagement.” “Evidence of engagement at grassroots level.” “Strong commitment from the Council.” “Strong press coverage and momentum.”

Hull announced as UKCoC 2017

2013 MARCH APRIL MAY JUNE JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER

The legacy begins

The national media spotlight was firmly on Hull, shifting perception further and showcasing the positives to future visitors.

1,684

appearances

in media

Initial bid Shortlisted Full bid delivered Hull announced Submitted to Manchester as UKCoC 2017

2013 MARCH APRIL MAY JUNE JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER

Initial bid Shortlisted Full bid delivered Hull announced Submitted to Manchester as UKCoC 2017

2013 MARCH APRIL MAY JUNE JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER

Success at a glance

1,058

Broadcast pieces

Likes

14,607

and counting

Followers

10,080

and counting

485

print

articles

including FT, Guardian, Independent, i, HDM supplement

141+

Online articles

including Guardian film, BBC

• nline, Daily Mirror, Global Post,

New York Times and many more

942,085,014

audience reach

through broadcast / print / online

Our most tweeted post: 764 retweets!

TripAdvisor reports an increase in interest in Hull from UK travellers

Source: Hull Daily Mail website November 27, 2013

"If you want something in life, you need to grab it with both

• hands. The City of Culture bid campaign provided a simple

29% increase

in number of UK travellers researching trips to Hull after it landed the title of City of Culture 2017

Initial bid Submitted

30% of UK travellers

say they are more likely to visit Hull as a result of the City of Culture title.

Shortlisted

One in ten

said they were already planning to visit the city.

Full bid delivered to Manchester

platform for everyone to add their voice to Hull's Bid to be UK City of Culture 2017. No matter what your preferred media from Instagram to Twitter we were able to demonstrate to the judges that the people of Hull were truly behind the project.” Vicky White, 2017 Hull Instagram Volunteer

Hull announced as UKCoC 2017

2013 MARCH APRIL MAY JUNE JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER

Hull City AFC fans chant

“You’re only here for the culture”

The past is ours, the future is ours. It’s our time again. We are Hull.

Hull2017 HullCityofCulture Hull City of Culture

https://www.youtube.com/watch?v=mXJkDgBUR9c

Hull2017 HullCityofCulture Hull City of Culture