Humber Place Brand Ambassador Training - October 2025
Humber Place Ambassadors: Shaping What’s Next
On Tuesday 21 October, more than 40 Humber Place Ambassadors came together at St Matthew’s Church in Hull for the final training session of 2025. The event marked another milestone in a growing movement that now connects over 250 ambassadors from community groups, charities, SMEs, councils and global businesses. Each one is passionate about championing our region and shaping how it is seen across the UK and beyond.
The first part of the morning focused on building confidence in using the Humber Place Brand values and filter, showing how the brand can add value for individuals, organisations and the wider community. Leahann Barnes opened the session with a warm welcome, reflecting on the ambassador journey so far and the powerful impact that collective action is already having on regional projects and events.
Ambassadors were encouraged to take ownership of the brand, bringing their creativity, ideas and honesty to the table. The group heard from Giroscope about the transformation of St Matthew’s Church from a crumbling Victorian building into a vibrant community hub. It was a perfect example of the Humber values of being Real and Remarkable in action.
The morning continued with a practical session led by Charlotte Bowen, Founder and Creative Director, and Becky Darnell, Associate Director and Producer, from The Culture House. Together they introduced the Humber Place Brand Filter and the Sieve Method. Ambassadors worked together to test live projects and ideas against the four brand values: Revolutionary, Resourceful, Real and Remarkable. The exercise helped embed a shared mindset that can be applied to any project or campaign.
After a short break, ambassadors took part in four themed workshops designed to shape the tools and ideas that will drive Humber’s place promotion in 2026. These included developing creative campaign concepts, storyboarding a flagship Humber film, designing prompts for a new AI chatbot and reimagining how we attract and retain talent in the region. Each group produced tangible outputs that will directly inform the next stage of ambassador activity.
The atmosphere throughout the morning was one of energy, collaboration and shared pride, with ambassadors leaving inspired to take what they had learned back into their own organisations.
The feedback captured the spirit of the day perfectly:
“A brilliant morning inspiring creativity.” – Pace
“Amazing energy and enthusiasm.” – Deanna Sharma, Doza
“A shining example of pride of place.” – Alex Wright, Knapton Wright
As the session came to a close, ambassadors were reminded of their vital role in shaping Humber’s future. With a network that now exceeds 250 ambassadors, the message was clear: live it, shape it, share it.
A huge thank you to everyone who joined us, to our brilliant facilitators and to Giroscope for hosting us in such an inspiring space. Together we are building a stronger, more visible and remarkable Humber and showing the world what comes next.
