THE team behind Hull's bid to become the UK's first City Of Culture says it has the potential to transform the fortunes of the region.

Hull and parts of the East Riding, including Beverley, Driffield, Bridlington, Hornsea, Withernsea and the Heritage Coast, is among 22 areas competing for the honour, which will be awarded in 2013.

If the city takes the title, the area will become a focus for national attention and could host high-profile media events.

But organisers of the Hull regional bid say whatever happens, the process will give Hull and the East Riding a cultural focus and help it attract more funding.

Councillor John Robinson, Hull City Council's portfolio holder for image and culture, said: "Win or lose, our ambition is to help transform the fortunes of Hull and the region through culture.

"With sheer graft and the support of everyone involved, it can happen and help us to try to achieve the aim of making the region a tourist destination which people choose to visit."

Hull has traditionally suffered from a negative image, but this year has seen Hull and the East Riding host successful events such as the Freedom Festival. More than 100,000 people turned out to watch top music acts, dance performances and Bohemian art displays and the organisers now plan to make it an annual event.

Cllr Robinson said such successes could help the bid team put forward a "compelling case" for victory.

He said: "There is a great deal of competition to win the 2013 City Of Culture title, but we believe Hull and the East Riding can make a compelling case based on its unique attributes and build on Hull's renewed confidence after recent regeneration and hosting of the Clipper 09-10 Round The World Yacht Race and the Freedom Festival."

Both Hull and East Riding councils are working with Visit Hull and East Yorkshire and Hull Forward to showcase what the region has to offer.

This year saw Bridlington Spa play host to the likes of Oasis, Beverley's Literature and Folk Festivals were bigger and better than ever and Hull Truck Theatre moved into a £15m building in the heart of Hull.

Hull Truck's creative director, playwright John Godber, is supporting the region's City Of Culture bid.

He said: "Hull and the surrounding area is an undiscovered jewel with real potential, especially in terms of digital business and film-making."

The UK City Of Culture winner is predicted to gain more than £100m of media exposure.

High-profile events set to move from London are the Turner Prize for art and the Stirling Prize for architecture. High-profile media events such as the Bafta TV awards and the Brit Awards for music could also follow suit.

Councillor Jane Evison, portfolio holder for cultural services, housing and public protection at the East Riding Council, spoke of the region's heritage.

She said: "Hull and the East Riding have a rich heritage, a unique personality and the combination of coast, city and countryside. All of this enhances our strong claim.

"With this bid we are keen to enhance our reputation as a vibrant, exciting and healthy area with a thriving economy, culture and community."

Humberside Police Chief Superintendent Keith Hunter said anything that could help change the negative image of Hull was a good thing.

He said: "It is a long road, but we have to change the negative image of Hull. City Of Culture is a vehicle for being able to market the city and the surrounding area in a different way."

The team behind the bid are asking people what makes this area special with an online and telephone survey.

This closes on Friday, but thoughts will be collected throughout next year to continue the process of developing the area's cultural offering over the next six years.

To have your say, visit one of the websites listed below.

Links

Visit Hull and East Yorkshire

www.vhey.co.uk

Hull Forward

www.hull.co.uk

East Riding Council

www.eastriding.gov.uk

Hull City Council

www.hullcc.gov.uk