Travel Content Creation for VHEY and VisitBritain
Putting Hull on the map with storytelling for Hull City of Culture 2017.
Showcased Hull’s culture, heritage and indie scene through blogs, photos and social.
A 3-day content campaign across Hull with international travel influencers.
Created digital content to boost Hull’s visibility ahead of UK City of Culture 2017.
The mission.
In the lead-up to Hull’s reign as UK City of Culture 2017, the challenge was clear: capture international attention and invite the world to discover Hull.
Working with Visit Hull & East Yorkshire and VisitBritain, we led a creative campaign to showcase the city’s culture, character and independent spirit, through the eyes (and lenses) of global content creators.
The challenge.
As Hull geared up for City of Culture 2017, National Tourism Board VisitBritain and Visit Hull & East Yorkshire (VHEY) wanted to build anticipation and increase visibility of Hull’s culture and tourism offering.
They wanted to achieve this through fresh digital content, authentic storytelling and strategic partnerships to show Hull as a destination worth knowing.
Our solution.
We supported the planning and delivery of a 3-day hosted content tour for two international travel influencers, Travel on Toast and A Dangerous Business.
From curating cultural itineraries and co-ordinating sessions with local guides to producing high-quality digital content, we covered everything.
We captured behind-the-scenes content, created social posts and blog-ready copy, and ensured the experience reflected Hull’s identity: warm, creative, real.
Shifting perceptions.
Anja, Travel on Toast
Courtney showed me the city. She lives in Hull and is a lifestyle blogger and content creator. It was great exploring the city with a local. They always have the best tips.
Our impact.
This campaign helped shift perceptions of Hull on an international stage, just in time for the City of Culture celebrations.
We sparked online engagement, strengthened Hull’s digital storytelling assets, and created a suite of evergreen travel content still used in tourism marketing today.
Most importantly, we helped amplify the voices of Hull’s creatives, businesses and local landmarks to audiences beyond the city walls.
Anja, Travel on Toast