Prolific North reported yesterday that Hull’s 3,500-capacity city centre arena is rebranding to Connexin Live under a multi-year deal with the local tech firm.
That’s all very well, but locals have known it as the Bonus Arena, after the local electricals wholesaler who previously held naming rights, ever since it opened in 2018. Hull’s Superfly was chosen to ensure the new branding lands with the public, and celebrate its own 10th birthday with a high -profile brief in its home town in the process.
Paul Savage, head of sales and marketing at the Connexin Live arena says “The people of Hull have been fiercely proud of the venue since it opened in 2018. We wanted to work with a Hull-based agency to capture that energy and from our first meeting with Nick and Lindsey we knew Superfly were on board with what we wanted to achieve.
“They carefully listened to our brief and with Nick’s experience in bands and the team’s love of music, Rachel [Smith, Superfly]’s first draft ended up being the new venue logo. The whole project ended up coming together really quickly, but we are incredibly grateful for the whole team’s enthusiasm and love for the project.”
Superfly’s founding brothers Nick and Charles Tyldsley embarked on their journey to transform the digital performance of companies in Hull and the East Yorkshire area in 2013.
Managing Director of Superfly Marketing – Nick Tyldsley, says “The Connexin rebrand means a lot to us. After 10 years in business, winning and delivering such a high profile rebrand shows that the hard work really does pay off.
“Everyone at Superfly Marketing are huge music fans and have strong ties to the industry. This is one of the most fun jobs we’ve ever worked on, and we’re so proud of the outcome.”
The new signs are due to go up on the arena today, and Superfly says it hopes this will be just one high point in a year in which it is “expected to see rapid growth” as it expands its digital and creative teams.
