Hull UK City of Culture 2017 has revealed the first season of its new programme of diverse and high profile events and projects to support its transformational year of culture in 2017. Following on from the Olympics and Paralympics, Commonwealth Games and the Tour de France in Yorkshire, Hull 2017 is the next major event in the nation’s cultural calendar.In preparation for its year as UK City of Culture, a key part of the Hull story, Jaywing was responsible for bringing Hull’s cultural ambition for the year to life through the creation of a brand universe and assets for the Hull community to harness and own.The latest stage in the creative communications surrounding the Hull 2017 campaign is designed to build momentum as Hull heads into a year of fantastic cultural events and experiences. Collaboratively, Jaywing and the Hull 2017 team have taken a distinctive approach to marketing, using big, bold and brave messaging throughout all marketing communications to portray the city’s spirit and persona, which research with local Hull residents revealed during the initial branding phase.Supporting this, a campaign under the core message “Everyone Back to Ours. 1.1.17” spans outdoor, press and video advertising. Epiphany, Jaywing’s media and search specialist, and Alchemy Media have played a key part in the display media planning and buying online.In addition to this, Jaywing is involved with a number of the corporate partners supporting the year, developing individual campaigns, allowing integrated messaging to be carried through volunteering and other partner brand activity.