Campaign to bring visitors to Hull for festive period
MORE than one million people could be attracted to Hull in the run-up to Christmas this year through a new advertising campaign.
Hull Business Improvement District (Bid) will be spending thousands of pounds to publicise the city to the masses.
The far-reaching advertising campaign will be taken to a target audience of 1.5 million people throughout Yorkshire and Northern Lincolnshire.
Bid's city centre manager Kathryn Shillito said: "Our campaign will be hitting regional television and radio, local newspapers and there will be leaflet drops.
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"In previous years, we have always invested in events-based campaigns such as the Georgian players who performed in costume last year.
"But there is already an awful lot going on in the city this year and the three shopping centres always run their own activities, so we thought we could take a different direction."
Bid's committee voted for the new move.
Ms Shillito says the advertising campaign will be "simple, clear and clean".
It plays on the word Hull and bills the city's restaurants and cafés as "flavourfHull", the Christmas atmosphere as "joyfHull"and the number of activities as "eventfHull".
The city is also described as blissfHull, gracefHull, beautifHull, sinfHull and magicHull.
Ms Shillito said: "In short, we wanted to target a vast number of people with a really clean, clear message.
"We're telling people Hull is a thriving city for shopping, for eating, for museums, for theatres and for cinemas."
There will also be a full list online of events running in the city. The website www.christ masinhull.co.uk will shortly feature a programme of things to do over the festive period.
This will include Hull City Council's Christmas lights switch-on, the living nativity scene planned for Holy Trinity Church, markets and Santa's grottos.
The new approach of running an advertising campaign, rather than focusing on events, has been welcomed by the retail community.
Jim Harris, St Stephen's shopping centre manager, said: "At a time when it costs £50 to fill even a small car with petrol, it makes sense to shop locally."
Steven Marsay, store manager of Hull Debenhams, said: "Our store has been completely modernised, which will kick-start our Christmas campaign."
In addition to the advertising campaign, Hull Bid hopes to be able to commit some funds for extra Christmas lights.
Ms Shillito said: "We will be speaking to our members to look at installing some lights in areas where there are currently none, to make them more festive.
"Our overall aim this year will be to commit Bid's resources to market the city effectively and reach a much wider audience as a result."