BUSINESSES are set to benefit from a £120,000 campaign to bring more people to the city.
Hull Bid wants to attract more people into the centre by investing in events that will bring in additional footfall.
It is also hoped the funds will trigger a bigger spend by businesses in the centre.
Kathryn Shillito, Hull Bid city centre manager, said the investment was part of a stronger focus on promoting the city regionally and nationally.
She said the organisation was keen to hear from businesses with an interest in doing more to promote and market Hull's growing reputation as a vibrant city.
She said: "Hull Bid is still working hard to keep the streets of our city centre safe and clean, and indeed we, with partners including Hull City Council and Humberside Police, were recognised for our achievements by the award of Purple Flag status.
"But that award also reflects the work that goes into making Hull city centre a vibrant place for people to visit, with high-quality year-round festivals and partnership work with licensed premises and entertainment venues to improve our evening economy.
"Our Christmas campaign for last year marked a shift in Hull Bid's strategy.
"Instead of spending money on adding to the array of activities in the city, we decided to invest in marketing the city as a destination while promoting what our member businesses and other partners were doing."
The investment will go towards offering a series of festivals based on fashion, food and music.
And although Christmas is only just over, next year's Christmas campaign is already in the planning.
Included in the calendar this year will be an investment of £27,000 for Fashion Week and £27,000 for the Yum Festival of Food and Drink in August.
Hull Trinity Music Festival, which last year brought together 16 city centre pubs for a weekend of live music, will get £10,000.
Other events that will attract funding include Hull Civic Society's Heritage Open Days and live entertainment.
Ms Shillito said: "We have received very positive feedback about the Christmas campaign from city centre businesses which welcomed the fact that their own investment was being supported by Hull Bid.
"We anticipate a similar success story with the Hull Bid Fashion Week, when we will be co-ordinating a lot of events and activities around the city centre, as well as promoting the activities of the major retailers, the big shopping centres and the small independents which bring character to our retail offer.
"The Yum Festival will feature local food and drink producers and the Hull Trinity Festival will see city centre licensees investing in local musical talent.
"So, while Hull Bid is spending £120,000 on events to attract people into the city centre, the real value is far higher because of the business investment our work attracts and supports."
