I was in Hull at the weekend and I sat nursing my pint and gazing over the estuary, I pondered the question;, ‘Just exactly how do you sell a destination like Hull?’
I find the idea of selling a city like Hull to tourists an interesting one, but it’s a global thing really. Cities such as Wollongong and Newcastle try to entice people away from Sydney while Lille and Metz have to try and cream some traffic off Paris. It’s really just a case of persuading people to step beyond the obvious. And some places do this much better than others.
The competition
I no longer live in Hull and haven’t for many years but I was born there and still have a fondness for the city. Although it has changed a fair bit over the years, I know it well enough to identify its strengths and weaknesses. The problem with Hull is two-fold; firstly, you actually have to be going there to get there (it’s not on-the-way to anywhere and if anything is a little out-of –the-way) and secondly, it just sits in the pack with a lot of other places If you’re going to the North of England, for a city-break you’re really better off in Manchester or Leeds and if you want to do something touristy, then go to York.
Promoting the generic
According to the website Visit Hull and East Yorkshire, Hull is’ exciting, dynamic, eclectic and entertaining’ and people who visit Hull are often overwhelmed by what a friendly place it is. Located on the banks of the Rivers Hull and Humber, Hull is a city that ‘knows how to combine a rich heritage with a fun vibrant social scene’. Hull is’ waiting to be discovered’. With all the’ ingredients for a perfect city break or day out’
Essentially, it says Hull is Ok for lots of things. Unfortunately, no-one chooses to go somewhere because it’s OK at a lot of things. this is not even a vaguely compelling reason.
Generic marketing
A visit to Hull offers the perfect opportunity to sample ‘all the city has to offer’ including 8 free museums, art galleries, The Deep and the fantastic shopping’. Are they serious...? And then there’s ‘restaurants, pubs and clubs to be enjoyed in the evening’.
Anyone who goes to Hull for just shopping needs help and while there are some good restaurants, it’s not a culinary destination. And there are a few pubs I would go a long way to avoid!
Focusing on the USP
Dwelling on the generic at will never sell. To get people to visit, you have to offer something unique; a reason to pick one place over another; it’s USPs. The propositions unique to Hull, the ones that offer a truly distinctive reason to pick Hull over anywhere else. These are the ones that should get the marketing focus.
There are four propositions that make Hull stand out. Let’s start shouting about them.
ONE: Theatre
Hull is home to John Godber`s Hull Truck Theatre Company, one of the leading contemporary theatre companies in the country. Many of Hull Truck’s performances have gone onto the West End and further afield. Laced with Northern wit and grit, Hull Truck is what’s best about the North; honest, witty, friendly, self deprecating, unpretentious.
Hull Truck has a new home in Hull; a purpose built theatre in the centre of the city,home to one of the best theatre companies in the country.
TWO: Fish
Seafaring is at the heart of the city, at one time the biggest fishing port in the country, the city still has a long maritime tradition. As well as Maritime Museum and the renovated marina, there’s a 1960s sidewinder trawler, where visitors find out what working at sea is really all about and the Ferens Art Gallery also reflects Hull`s seafaring heritage with works by Flemish Old Masters and a fascinating maritime art collection.
THREE: Rugby League
With two Rugby League teams, Hull is home to Rugby League. Rugby League really is a breath of fresh air; there’s none of the mollycoddling you associate with football, no precious egos, no diving , no prima donnas. And this isn’t Rugby for the public school boys. This is fast, exciting and wonderful entertainment!
FOUR: History & People
Hull was until (very) recently known only as ‘a Northern Town’ in Government broadcasts made through the Blitz. Quite why this was so, I’m not sure but the fact is that Hull was bombed more than Coventry and more than Liverpool and it's suffered with grace and humour.Hull is also home to William Wilberforce, Phillip Larkin oh, and John Prescott!
What about the Locals?
Hull people are very proud of their city and their heritatge, but maybe something should be done to help local people enjoy their city even more?
Maybe Hull should hold a mini expo? Maybe it should be co-ordinated so that public transport is free and attractions open for free – and, importantly, open late until 9pm or 10pm at night. Companies offering experiences like the Deep or the Ice Rink– should open their doors at half price. Restaurants should offer two for one deals. Live music venues should all host a local band on the Saturday night. Get the media involved. Think of the PR.
It’ll cost money in the short term, sure, but the long-term value could be hugely significant. It’ll give Hull a feel-good, positive, festival spirit for that weekend and the thing is; when friends come to visit, the people they’re staying with will know where to go and what to do for an action-packed weekend.
Those visitors will go off happy after having had a brilliant time and we all know word of mouth is the best marketing of all.
