Marketing Humber

A Message from Lord Pickles and Lord Blunkett, followed by Marketing Humber's best practice article

The ability to listen and learn from one another has always been vital in parliament, in business and in most aspects of daily life. But at this particular moment in time, as national and global events continue to reiterate, it is uncommonly crucial that we forge new channels of communication and reinforce existing ones. The following article from Marketing Humber is an attempt to do just that. We would welcome your thoughts on this or any other Parliamentary Review article.

Blunkett signature Rt Hon The Lord David Blunkett
Pickles signature Rt Hon The Lord Eric Pickles

www.thewaterline.global

THE PARLIAMENTARY REVIEW
Highlighting best practice
THE PARLIAMENTARY REVIEW
Highlighting best practice
32 | MARKETING HUMBER
Chair Andy Parkinson
The Humber has powered the
UK economy for decades
Marketing Humber provides a “clear, consistent and
powerful voice” for Yorkshire and the Humber, seeking
to raise the region’s profile on both the national and
international stage. Chair Andy Parkinson says the organisation
focuses on “economic place marketing” to attract investment,
support the growth of local businesses and act as a catalyst for
sustainable growth in the area. Andy tells
The Parliamentary
Review
about Marketing Humber’s vision, and how his team
seek to promote the area as a great place to live, work, study,
invest and visit.
We were established in the mid-1990s as the Bondholder Scheme, representing
a group of businesses in the local region who had come together with the aim
of promoting the area and improving its image. Over time, we have developed
and adapted, becoming a powerful network of 300 businesses and public sector
organisations, all with the aim of marketing the Humber on the national and
international stage. We aim to attract investment into the area and help companies
to recruit the best talent for their workforces.
Our provision is comprised of a number of different elements and objectives. We
work to build and support ambassadors for our region and support local businesses
by promoting the Humber through marketing campaigns. We host and run a vast
number of events regionally and nationally, all forwarding and strengthening our
core message. To help support this work, we liaise closely with local authorities, the
local chamber of commerce and key partners such as The Northern Powerhouse
Partnership, the CBI, Make UK and the Institute of Directors.
FACTS ABOUT
MARKETING HUMBER
»Chair: Andy Parkinson
»Established in 1995
»Based in Hull
»Services: Economic place
marketing for the Humber
»No. of employees: 4
Marketing Humber
BEST PRACTICE SPONSOR 2020
THE PARLIAMENTARY REVIEW
Highlighting best practice
32 | MARKETING HUMBER
Chair Andy Parkinson
The Humber has powered the
UK economy for decades
Marketing Humber provides a “clear, consistent and
powerful voice” for Yorkshire and the Humber, seeking
to raise the region’s profile on both the national and
international stage. Chair Andy Parkinson says the organisation
focuses on “economic place marketing” to attract investment,
support the growth of local businesses and act as a catalyst for
sustainable growth in the area. Andy tells
The Parliamentary
Review
about Marketing Humber’s vision, and how his team
seek to promote the area as a great place to live, work, study,
invest and visit.
We were established in the mid-1990s as the Bondholder Scheme, representing
a group of businesses in the local region who had come together with the aim
of promoting the area and improving its image. Over time, we have developed
and adapted, becoming a powerful network of 300 businesses and public sector
organisations, all with the aim of marketing the Humber on the national and
international stage. We aim to attract investment into the area and help companies
to recruit the best talent for their workforces.
Our provision is comprised of a number of different elements and objectives. We
work to build and support ambassadors for our region and support local businesses
by promoting the Humber through marketing campaigns. We host and run a vast
number of events regionally and nationally, all forwarding and strengthening our
core message. To help support this work, we liaise closely with local authorities, the
local chamber of commerce and key partners such as The Northern Powerhouse
Partnership, the CBI, Make UK and the Institute of Directors.
FACTS ABOUT
MARKETING HUMBER
»Chair: Andy Parkinson
»Established in 1995
»Based in Hull
»Services: Economic place
marketing for the Humber
»No. of employees: 4
Marketing Humber
33MARKETING HUMBER |
CREATIVE INDUSTRIES
The development of the
Humber
Some 200 years ago, the Humber
was a wealthy port economy, mass-
producing and distributing goods
across the world. The area was a
global leader in its field and hosted the
biggest shipping line companies in the
world, becoming an essential part of
the global Industrial Revolution.
Over the last 200 years, these
industries have changed and adapted.
The area’s cluster industries tend to
focus on traditional manufacturing,
and we also have a high proportion of
businesses within the chemical sector,
largely because of the estuary. A huge
cluster of energy-intensive industries
has built up, leading to a growth in the
local fossil fuel sector, as businesses
and manufacturing processes require
extensive energy input. The Humber
economy has been built on this
foundation. Nine years ago, we
launched a campaign embracing this
profile, championing the Humber, UK’s
Energy Estuary, as a core region for the
energy industry.
Transitioning to renewable
sources
The area’s energy output, however,
is not only tied to fossil fuels. Over
the last few years, we have also
seen a massive rise in the renewable
industry in the Humber, driven by big
investments from companies such
as Ørsted UK and Siemens Gamesa
for the production of wind farms.
Potential energy sources are now truly
diverse – we are home to the world’s
largest wind farms. Hornsea Project
Two alone, once operational in 2022,
will produce enough green energy to
power 1.3 million homes.
In order to champion all the benefits
of the Humber, we must also assess
the challenges it faces and take steps
to address them. Many investors are
reticent about investing in areas that
are flood plains, and because of the
estuary, the Humber is at a significant
risk of flooding. In order to address
this, we launched a campaign in
partnership with the University of
Hull called The Waterline with the
aim of getting everyone focused on
the waterline of the Humber. As
well as drawing attention to climate
issues, particularly rising sea levels, the
campaign also forced businesses to
come together to come up with new
ways to improve local defences and
protection against flooding.
The answer was to improve both our
energy and flood resilience. We studied
reports from the UN which projected
planetary temperature increases and
the effect this will have on estuaries.
To avoid an increase of 1.5C, and the
accompanying devastation this would
bring to flood plains and other flood-
prone areas, we only have a window
of 12 years. This issue is particularly
important for the Humber, with 90 per
cent of all households in Hull being
below the tideline and even a metre of
sea-level rise leading to the city being
completely submerged.
Three of the world’s
largest wind farms are
on our doorstep and will
attract up to £100 billion
of investment
In order to
champion all
the benefits of
the Humber,
we must also
assess the
challenges it
faces and take
steps to
address them
THE PARLIAMENTARY REVIEW
Highlighting best practice
THE PARLIAMENTARY REVIEW
Highlighting best practice
34 | MARKETING HUMBER
The importance of estuaries
As mentioned above, in order to raise
awareness of the impacts of this on
the Humber and estuaries around the
world, we launched a campaign, The
Waterline, to show why the world
needs the Humber. We have been
working alongside Lord Prescott, who
has been working with the Council
of Europe, looking at the role that
estuaries play in climate change. As
60 per cent of the world’s population
live within a half an hour drive from
an estuary, if global climate change
is to be tackled, estuaries are a good
place to start. We are now using our
experience to help other estuarial
regions around the world, assisting
them to make the transition to more
renewable forms of energy. Local
councils have declared a climate
emergency, and we are working hard
to contribute to the fight against rising
sea levels.
Estuaries can act as a testbed for new
innovations and technology in this
field. Because of this, our Waterline
campaign is receiving significant
global attention. We are creating a
living laboratory, using our geography
to incubate technology which can
tackle these climate challenges. To
support this, our key strategic partner,
the University of Hull, organised a
Universities of the North conference,
bringing together 30 northern
universities, and pitching the idea of
the Humber being a living laboratory.
This was extremely well-received, and
we are developing a project, which
will champion these aims, to support
it further. We have also recently held
The Waterline Summit 2019, which
to date is the biggest business event
the region has ever seen. The purpose
of this annual event is to get even
more businesses and organisations to
commit to our cause.
One of the challenges we have
had to overcome is the economic
structure of the Humber. As we are
quite disconnected from other large
economic regions, and as government
investment focuses on core cities, we
have had to develop new models to
achieve economic scale. By focusing on
the Humber’s key attributes, namely
our energy production, we have been
able to turn this issue into astrength.
We also have to adapt to changing
market objectives, especially around
the decline of traditional industries.
If these businesses don’t reinvent
themselves, they will fail. Our goal
going forward will be to support these
businesses to grow our local economy
while embracing this energy transition.
We are
creating a
living
laboratory,
using our
geography to
incubate
technology
which can
tackle these
climate
challenges
The Waterline campaign
has huge support and is
driving the message of
why the world needs the
Humber

www.thewaterline.global

This article was sponsored by Marketing Humber. The Parliamentary Review is wholly funded by the representatives who write for it. The publication in which this article originally appeared contained the following foreword from Rt Hon Elizabeth Truss.

Rt Hon Elizabeth Truss's Foreword For The Parliamentary Review

By Rt Hon Elizabeth Truss

Even by the standards of the day –this has been one of the most exciting and unpredictable years in British politics.

The leadership election we’ve just seen marks a huge moment in our country’s history. This government is taking a decisive new direction, embracing the opportunities of Brexit and preparing our country to flourish outside the EU.

As international trade secretary, I’ll be driving forward work on the free trade agreements that are going to be a priority for the government. Free trade isn’t just an abstract concept bandied around by technocrats. It is crucial for a strong economy and for the ability of families to make ends meet. Free trade benefits people in every part of our country, as British firms export to new markets and people doing the weekly shop have access to a wider choice of goods at lower prices.

The essence of free trade is in the title: freedom. It’s about giving people the power to exchange their goods without heavy government taxation or interference. Commerce and free exchange are the engine room of prosperity and social mobility. I’m determined to tackle the forces who want to hold that back.

One of my priorities is agreeing an exciting new free trade deal with the US, building on the great relationship between our two countries and the Prime Minister and US President. But I’ll also be talking to other partners including New Zealand, Australia and fast-growing Asian markets.

And with the EU too, we want a friendly and constructive relationship, as constitutional equals, and as friends and partners in facing the challenges that lie ahead – a relationship based on a deep free trade agreement. Our country produces some of the world’s most successful exports, and the opportunity to bring these to the rest of the world should make us all excited about the future. It is this excitement, optimism and ambition which I believe will come to define this government.

For too long now, we have been told Britain isn’t big or important enough to survive outside the EU – that we have to accept a deal that reflects our reduced circumstances. I say that’s rubbish. With the right policies in place, we can be the most competitive, free-thinking, prosperous nation on Earth exporting to the world and leading in new developments like AI. To do that, we’ll give the brilliant next generation of entrepreneurs the tools they need to succeed. Since 2015, there has been a staggering 85 per cent rise in the number of businesses set up by 18 to 24 year olds – twice the level set up by the same age group in France and Germany. We’ll help them flourish by championing enterprise, cutting taxes and making regulation flexible and responsive to their needs.

As we do that, we’ll level up and unite all parts of the UK with great transport links, fibre broadband in every home and proper school funding, so everyone shares in our country’s success.

2019 has been the year of brewing economic and political revolution. 2020 will be the year when a revitalised Conservative government turbo charges the economy, boosts prospects for people across the country, and catapults Britain back to the forefront of the world stage.



Rt Hon Elizabeth Truss
Secretary of State for International Development