‘This is our time’: Programme launched to unify the Humber
PROSPERITY: The Humber has ‘enormous’ potential. Picture by Tom Arran
By Rick Lyon, Co-Editor
Future Humber has launched a new programme to “redefine the Humber place narrative.”
The not-for-profit organisation has launched the extensive programme of work to further promote the region and attract inward investment, providing a unified message on “Why the Humber”.
It claims this is vital for diverse sectors, businesses and organisations to ensure continued prosperity and growth.
Future Humber has engaged a consortium of national and regional experts to develop the place brand. It is hoped it will drive strategic investment and foster a unified voice.
The initiative began with extensive research and discovery phases, gathering insights from across the region and conducting numerous one-on-one conversations with internal and external stakeholders.
Recently, the project entered its second phase, marked by a two-day charette and think tank event where consortium partners CTConsults, HemingwayDesign and Pace Communications engaged in face-to-face discussions to further refine the narrative.
Sector-specific focus groups are also scheduled to delve deeper into key themes.
Dr Diana Taylor, managing director of Future Humber, said: “Collaboration among stakeholders from various sectors is crucial to ensure that the narrative accurately reflects the richness and complexity of the region.
“It is imperative that our narrative is created through the voices of our stakeholders, and attending the relevant sector focus groups is one way for everyone to get involved. This is a chance to test and challenge the emerging threads and themes of the new narrative.
“For those unable to attend events, avenues such as online surveys and remote discussions ensure broad input from the regional leaders, workforces, students and communities, capturing perceptions both locally and internationally.”
Andrew Palmer, client director at CTConsults, said: “It’s clear the Humber suffers from a perception lag. But the opportunity is enormous, exponential, vast – and urgent. The Humber’s role in transitioning the UK – and the world – into a new reality is critical. The challenge lies in articulating that in a powerful, united message.”
Future Humber recently hosted its principal and major partners, board members and VIP guests for an interactive think tank. This allowed stakeholders to learn about and question the approach being taken.
Dr Taylor added: “It is essential that we all understand the path to create our place branding; that actions speak louder than words; that places must be underpinned by values shared by all stakeholders in a region; and that those values must be credible, authentic and aspirational.
“This is our time. This is our opportunity to transform our future and advocate for a better deal – we can only do this if we all take ownership of our place narrative.”