How Hull attracted six million visitors by thinking like a brand

When Hull was named the UK City of Culture in 2017 many people turned their noses up. Having also been voted one of the worst places to live in the UK and with a bit of a down-trodden image, it was not a place particularly synonymous with culture.
But the city used it as an opportunity to change perceptions. It created a new identity and started a different narrative, a shift in strategy that resulted in it attracting six million visitors during 2017 – 26% more than its target – and