Thanks to your collective drive, dedication, and belief, Humber’s voice is growing stronger.

Powered by a shared purpose and unifying narrative, we’re showcasing Humber’s remarkable identity far and wide. Our region’s Place Brand is more than words on a page: it articulates who we are and what we stand for with clarity and conviction. That story resonates locally, nationally, and internationally.

Our Real, Remarkable, Resourceful, and Revolutionary values are actively elevating projects across the region, strengthening partnerships, and igniting new collaborations. Humber’s Place Brand is already receiving much-deserved recognition on the global stage, proof of what we’re achieving together.

Now, we build on this moment, working together to cement Humber’s powerful identity and harness our ambition to shape our region’s strong future and long-term prosperity.

Thank you for playing your part in Humber’s transformation,

The Future Humber Team.

Help grow Humber’s voice.

Our Ambassador network is now over 250 strong, with people across the region championing what makes this place Real, Remarkable, Resourceful and Revolutionary.

But there’s more to do and more voices to bring with us.

Please share the Ambassador advert with your networks and teams. Every new Ambassador helps strengthen pride in place and expand the impact of our story.

Share our latest Ambassador advert and registration details to help increase our collaborative influence.

Not yet an ambassador? Apply Now! Join the movement

With the launch of Humber’s Place Ambassador programme, 2025 was a year of connection, collaboration, and impact for the region.

As Ambassadors, we’ve built a growing network of passionate advocates, quickly creating momentum across Humber to drive the region’s identity. Here’s a look back at the progress we’ve made so far throughout our Ambassador training events.

January 2025. Dock Beers Academy, Grimsby, Humber’s Place Brand Ambassador programme launches at a sold-out event.

We established a shared understanding of Humber’s Place Brand and its four values: Revolutionary, Resourceful, Real, and Remarkable. And laid the foundation for Ambassadors to actively champion Humber with authority.

Together, we:

- built clarity around the role of Ambassador and ignited our collective purpose

- applied the region’s Place Brand Filter to enhance regional projects

- explored how brand values show up in organisational touchpoints

- strengthened early network connections across sectors

In May, we turned ambition into action in our Living Humber’s Place Brand Values event at Mercure Hull Grange Park Hotel, Willerby.

Moving from understanding the brand values to embedding them into behaviours, culture. and day-to-day work, we shifted our mindset from brand theory to practical application.

Our key achievements:

- reinforced Humber’s four core values through facilitated exercises

- explored how values translate into leadership and organisational culture

- strengthened emotional connections to Humber’s narrative through creative activities

- personal and organisational pledges made to embed the Brand

We strengthened confidence in applying Humber’s Place Brand at our October event at St Matthew’s Community Enterprise Centre, Hull, where Place Ambassadors played a vital role in shaping the assets that will define and carry our story forward.

With real-world case studies demonstrating Humber values in action, along with collaborative workshops, we sharpened Brand application skills.

Key results:

- helped shape a live regional project applying Humber’s Brand Filter and Sieve Method

- developed outputs to feed into the region’s place strategy for 2026

- shaped Humber’s place promotion activity for 2026, generating concepts for campaigns, film content, AI tools, and talent initiatives,

Details of the next phase of our Ambassador activities will be coming soon.

Humber shone on the international stage reaching the finals of the City Nation Place Awards in October.

The global recognition officially ranks Humber’s regional identity as one of the world’s best, alongside fellow finalists including Baltimore, Jamaica, Denmark, Estonia, Reșița, Sheffield, and Sweden.

The annual City Nation Place Awards celebrate long-term, strategic approaches to managing and promoting a place. Recognising expertise and innovation in place branding, marketing, and leadership, they attract entries from around the world. Humber reached the final against tough competition, with a 14% increase in entries and nominations from 28 countries.

Refreshing. Ambitious. Unique. Just a snapshot of the feedback from delegates in response to Humber’s Place Brand presentation at the UK’s City Nation Place Conference in Glasgow.

Members of the Future Humber team took the platform at the national event in September, attended by the UK’s leading voices in place, tourism, and economic development.

Their presentation tackled a complex question: “How do you build a place brand narrative for a region that isn’t a clearly defined “place” in the traditional geographic or administrative sense?”.

Outlining how Humber has turned that challenge into opportunity, the team discussed how our region has created something inclusive and future facing.

Humber’s Place Brand is not bound by borders, but united by purpose. From townhall workshops to boardroom conversations, diverse voices from across our region have shaped Humber’s new identity. Bold and unified, Humber’s narrative reflects our authenticity and ambition. A story we can tell with pride, confidence, and impact, shaping Humber’s revolutionary future, together.

The inspiring response to our innovative approach is testament to Humber’s pioneering spirit, the passion and momentum behind our region’s Place Brand and our committed Ambassador army.

Humber now speaks with one voice, and we’re ready to show the world what’s next.

Ahead of City Nation Place UK, Future Humber MD, Dr Diana Taylor, was invited to share expert insight on effective place branding in two features with international organisation City Nation Place.  

Participating in an in-depth interview and a  thought leadership feature, Diana outlined Humber’s pioneering approach, demonstrating our region’s growing voice and influence.

Read Diana’s interview with City Nation Place, Building a place brand for a region that doesn’t exist on a map.

Read City Nation Place’s Laying the groundwork for a successful place brand strategy.

Our latest trailblazers demonstrate Humber values in action.

Pioneering visionaries Headscarf Revolutionaries and home-grown multimillion pound charity Giroscope, show what can be achieved when determination meets a collective vision for social change. While our Made Great In Grimsby feature explores how one trailblazing Humber town produces and trades a remarkable 70% of the UK’s seafood.

Read about their incredible impact.

Together, in just over 18 months, we’ve created, defined, and launched a transformative Place Brand for Humber.

Our story is now being told far and wide with confidence,

Next, we build on this success and amplify its impact.

Two powerful new assets will help define and share Humber’s next chapter. An emotive Humber Place film, rooted in pride of place, will capture the soul of the region through real people, real moments and honest storytelling. Shaped by Place Ambassadors, it will challenge outdated perceptions, and bring to life the warmth, grit and quiet pride that defines Humber.

Alongside this, the AI Brand chatbot is a bold, practical tool shaped by Place Ambassadors to help people apply the Humber Place Brand with confidence. Acting as a “brand coach” in your pocket, it gives businesses, organisations and communities the clarity, consistency and confidence to show Humber at its best, every day.

A select number of sponsors have the chance to play a pivotal role in shaping, strengthening, and sustaining their reach and longevity.

A shared emotional story of place

The film is intended to capture the soul of Humber through the experiences of its people. Ambassadors want something that feels human, warm and honest and that challenges outdated perceptions while making local people proud.

Rather than scripted narration or polished visuals, the film focuses on storytelling, atmosphere and emotion. It reflects Humber as a place that is evolving, connected and shaped by everyday effort.

The AI chatbot is designed as a practical, human tool that helps people apply the Humber Place Brand confidently in real situations.

It responds to the need for guidance at the moment it is needed, rather than relying on static documents or formal manuals.

Sponsorship positions your organisation as a backer of shared regional infrastructure, not just a participant in it. It’s a visible commitment to Humber’s long-term future, enabling the assets to be built properly, used widely, and have a long-lasting impact,

This is about influence, credibility, and alignment with Humber’s Place Narrative that will guide talent, investment, and perception for years to come.

This opportunity is for you if your organisation believes Humber’s story matters, understands the long-term value of place and wants to:

Play a real part in Humber’s transformational future, find out more here or contact leahann.barnes@futurehumber.com

Help elevate Humber with your Place Ambassador digital tools.

Designed to help showcase our region’s potential, this suite of digital resources gives you the guidance and content you need to confidently champion the region.

Place Brand Narrative Toolkit

Place Brand Filter

Humber Firsts Facts

Humber Activities

We’ve launched a dedicated Humber Place LinkedIn channel (This is HUMBER), a space built to bring our story to life through the voices, moments and impact shaping the region every day.

It’s where pride in place meets real action, showcasing the people, projects and partnerships driving Humber forward.

Follow the page, share the content and be part of a growing collective that’s strengthening how we show Humber to the world.