Northern Powerhouse Partnership chief executive Henri Murison has underlined the limitless role the Humber has to play for UK Plc.
The high profile figure has joined the board of Future Humber, the new brand given to bondholder organisation Marketing Humber.
Mr Murison is part of a 19-strong cohort behind the place marketing organisation, which has committed to a focus on people, partnerships and the planet as it evolves again, with several outlining why they have got involved and what they see as important.