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Pledge: We will promote Bankside within London and the UK to attract more visitors and trade.
Events
In 2006 the Area Promotion group again supported the development of two key events. Thames Festival (16 -17 September) attracted 650,000 visitors and directly generated an extra spend of £3.5 million. The Frost Fair (15-17 December) – promoted for the first time as the ‘Bankside Frost Fair’ – attracted 140,000 people and was marketed aggressively to local employees.
The new ‘Musical Chairs’ events in December offered local employees a chance to listen to live music in Borough Market on four Thursday lunchtimes. They were well attended and will be repeated in 2007.
Marketing
The group also embarked on a year long-programme to promote Bankside to American travel agents, the driving force of US tourism. Two familiarisation trips each brought 25 delegates to the area including Presidents and senior officers from the largest and most influential associations for travel professionals in the US.
Distribution of the Bankside Guide was increased in 2006 to target more Londoners. The Guide is currently being re-designed to give it a fresh, new look and bring it in line with Better Bankside’s branding. Download the guide here.
In 2007 the group plans to support its involvement in the two major events with year-round marketing, via a website specifically aimed at visitors, travel trade and new employees, a specific events e-newsletter for Londoners, local employees and residents and a destination-focused press plan that will ensure ever-growing recognition of Bankside as a destination.
  At the Bankside Frost Fair, 2000 people had their picture taken with a Husky including intrepid explorer, Benedict Allen, who opened the event. |
