Positioning and Marketing East London

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Positioning and Marketing East London – a practical guide March 2006 : 

Positioning and Marketing East London – a practical guide March 2006 Developed by TourEast London Includes the London Boroughs of Barking and Dagenham Bexley City Of London Greenwich Hackney Havering Lewisham Newham Redbridge & Tower Hamlets

Contents : 

Contents Introduction Current Visitors to East London What does East London have to offer visitors? Potential Barriers to Overcome Competitors Developing competitive advantages and differentiators for East London Key Market Segments New visitor clusters

1. Introduction : 

1. Introduction East London is a vibrant and culturally diverse visitor destination that offers a unique flavour of an industrial and maritime heritage that once touched the four corners of the world and which now rubs shoulders with a new and modern cityscape that is Docklands. With over 130 museums and visitor attractions, new hotels, underground shopping, bargains and banter in the markets, parks and open spaces, year-round family events, vibrant nightlife and amazing stories that lift the lid on just some of the local secrets. The 2005 East London Tourism Development Strategy highlighted the need for a greater understanding of the market place and new channels of communication. Mission: Ensure the East London tourism offer is supported by Visit London and other partners and at the same time contributes to the pan-London offer. This will be achieved by considering how visitors and residents can be persuaded to visit and spend money in east London.

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Projects: Market Segmentation to assist with prioritising and focusing on markets that will have a major impact on the performance of east London’s tourism sector (e.g. Business Tourism, VFR, BME). Brand Mapping to validate and inform destination brands, special places and themes, informed by both consumer and industry research, with support and guidance from VL. Understanding the Visitor with a programme of market research to better understand the motivations and sources of information, as well as the experiences of those visitors to the sub-region. Cluster Mapping to develop the East London destination cluster map within which to create a product development framework.

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The Positioning Guide seeks to answer the following questions; Identify and communicate opportunities for joint working To identify and make links between products, brands and in some cases, clusters with the newly identified market segments Practical ideas for how east London product can best be presented and promoted to these segments How do the destination brands stand out from their competitive set in terms of their positioning? What propositions will convey the brands’ benefits and rationale for the choice? How could Visit London (and in some instances VisitBritain) promote east London within the framework of its existing and planned promotional efforts?

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It is not the aim of this Positioning Guide to compel tourism providers to restrict themselves to the segments and activities outlined. It is intended as a framework and guide for activity and for those that are looking for meaningful access to collaborative marketing. This Positioning Guide is not intended to replace existing marketing and PR activity, merely to enhance and hopefully inspire more focussed efforts with real results, particularly for Visit London. This Positioning Guide will make Visit London’s job easier by providing a ready-source of themes, market segments, descriptions and destination appeal.

2. Current Visitors to East London : 

2. Current Visitors to East London Research Objectives To inform and refine the development of this Positioning Guide To help east London better understand existing visitors; motivations and sources of information that encouraged the visit experiences and movements whilst in the sub-region

Methodology: 

Methodology 2 phases – (1) Jun/Jul and (2) Sep/Oct Face-to-face interviews with visitors at each location Interview of no more than 8 minutes A total of 1,403 interviews conducted at: - The City - St. Paul’s Square leading to Millennium Bridge Canary Wharf – the plaza outside tube Greenwich – around the Cutty Sark Hackney – the Geffrye Museum Lewisham – outside the Horniman Museum Spitalfields - the Market Bexley – outside Hall Place Pool of London - Tower of London riverside Woolwich - around Firepower Definition of a ‘Visitor’: “A non-routine round trip of 3 hours or more”

Age and Gender: 

Age and Gender

Visitor Origin: 

Visitor Origin

Origin of UK Visitors: 

Origin of UK Visitors 1-2 Respondents 3-6 7-16 17-44 45-126 127+

Origin of Overseas Visitors: 

Origin of Overseas Visitors

Origin and Reason for Visiting: 

Origin and Reason for Visiting

Visited London Previously: 

Visited London Previously

Sources of Encouragement to Visit: 

Sources of Encouragement to Visit

Main method of Transport: 

Main method of Transport

Type of Accommodation: 

Type of Accommodation

Motivations and Satisfaction : 

Motivations and Satisfaction I am interested in history and heritage To spend time in parks, gardens, green open spaces and nature To see attractive buildings, architecture and public arts To visit a museum or gallery To go walking or cycling A relaxing day out A fun day out To discover and explore A place I know well Positive aspects to visits: customer service, easy access, clean, VFM Negative aspects to visits: VFM, cleanliness, parking, accessibility

3. What does East London have to offer visitors? : 

3. What does East London have to offer visitors? East London’s key selling points are: we offer visitors the unique chance of being amongst the “first” to visit and discover clusters or attractions. for those seeking the real London experience – go where Londoners are. off the tourist trail, away from the tourist traps in central London. appeals to those who know London reasonably well and have done the major sites and are now seeking new things to see and do. has some of the best night life in London with many eating and drinking establishments catering for the after-work crowds as well as the clubbers and night owls. has some of the best and most varied markets in London offering great value and bargain hunting. has a growing creative industries sector with established festivals and events enabling visitors to see as well as buy a huge range of art and design from local artists.

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East London has two World Heritage Sites, one at Tower Hill and the other at Maritime Greenwich. East London has historical maritime connections with many heritage products related to this theme. East London has products that appeal to both the local, UK and some International markets. East London’s fantastic ethnic diversity is reflected in the 200+ languages that are spoken within the sub-region. East London has a new city at it centre, the Docklands, now an icon to urban regeneration and international finance. East London has a growing appeal to business tourists, seeking venues for corporate and incentive events. East London continues to benefit from the fastest growth in hotel stock in London. The critical mass of tourism products and services is constantly growing and changing, with a more to promote and enhance the destination offering each year. East London is unique in having an excellent (and developing) transport infrastructure and its own airport. Five east London boroughs will be hosting the 2012 Olympic and Paralympic Games.

4. Potential barriers to overcome : 

4. Potential barriers to overcome Promoting East London as a single destination would bring with it several problems; not least of which would be the negative perceptions that some visitors have, as witnessed recently in a poll taken by the Travel Trade Gazette which pointed out the links that people make between the fiction that is East Enders and the reality of destination East London, the visitor proposition. The focus groups have in fact very clearly illustrated the low awareness and knowledge even at its most basic stage of the communications cycle. This is a big communication opportunity.

6. East London’s competitors : 

6. East London’s competitors Central London – this area has a very strong appeal to first-time visitors and is where they all go to experience the London blend of heritage, shopping and sightseeing. By positioning East London as the destination for those who already know central London, the sub-region should never have to compete head-on with the established tourism businesses and their combined millions of pounds of marketing spend. Windsor – Like the World Heritage site at Maritime Greenwich, Windsor is a self-contained village that has strong heritage and cultural links. Windsor has the added advantage of enjoying extensive Royal connections and is firmly on the Coach Market itinerary which is promoted as a day out of London to the first time visitor. WHS Greenwich could be positioned as appealing to repeat and domestic visitors – as not being a tourist trap – and it is much closer to central London. Camden market – all self-respecting students and overseas visitors from the youth markets go to Camden Market; it is the thing to do. A sprawl of clutter and cheap clothes, it attracts a beer-drinking local market too. East London has the best markets in London, for those in the know, if you don’t want to go where the herd is, so with the historic pubs trail guides that have been developed, linking these two products together makes complete sense. South Kensington Museums – this is a museum cluster of international renown, appealing to domestic families and visitors from abroad. Whilst East London doesn’t have museum clusters per se, it has a selection of world renowned museums that are a product of their environment, and that is what makes them unique. Examples include the Museum in Docklands, the Old Operating Museum and Herb Garret and Royal Observatory, to name but a few, which have obvious appeal to all three of the new leisure market segments.

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Manchester/Liverpool/Sheffield/Glasgow/Birmingham – this list is includes cities that have undergone successful regeneration in the 90’s and now offer heritage, cultural and leisure alternatives within a cleaned up and restored environment. East London competes with these cities for the domestic weekend breaks market, but East London has the competitive advantage of having LCY within the destination with an increasing number of inbound flights from our near Continental markets to which East London could appeal. The pubs along the River Thames from Richmond to Putney – these are very popular amongst the domestic and long-stay overseas visitors to London who live in South West London. East London has undergone dramatic product development and now offers an increasing number of heritage and cultural (self-guided) walks, many of them associated with or are on the River bank itself. There are also wonderful pubs in Greenwich, Wapping Wall and the Pool of London. Like the above-mentioned point on markets, these two products can be combined and promoted together to the quirky-repeater and history and heritage segments. York is a medieval city that rivals the City of London – this city has a burgeoning domestic market and is growing in stature as a city breaks destination, for all the right reasons. East London has the City of London which must be one of the greatest and least promoted assets in the country. Central London venues for meetings and events – this sector is well established with many venues that are professional and some which are unique. They are well established, well promoted and many are part of a wider consortium such as London MICE, Eastside Venues or already working with Visit London to attract business. There are two three identifiable business tourism clusters in East London – the ExCeL London Campus, Maritime Greenwich and Docklands.

7. Developing competitive advantages and differentiators for East London : 

7. Developing competitive advantages and differentiators for East London If you are a repeat or regular visitor to central London and are fed up with the prices and the crowds, East London offers many alternatives and new experiences. It is easy to get to places like Greenwich, so whilst visiting London you can not only do more but encounter less hassle on the way. By suggesting to the residents of Kent and Essex, that there is no need to cross the vast expanse of East London to get to central London for a “fix” of the big city, simply travel a shorter distance. You get the gritty ‘real’ city experience in east London. London is the oldest city in the country and the City of London has more Roman and Medieval heritage than you can shake a stick at! The Maritime connections at Greenwich, Deptford, Canary Wharf, Wapping and the Pool of London are distinct, unique and still very much used today. The river Thames is still used (although not in quite the same way as before) so come and see the historic rub shoulders with a modern River/city. Canary Wharf is a new city within Greater London. Unique and changing so quickly, that from month-to-month the views, occupants and places to eat and drink has changed, so there is always something new to try, buy and experience.

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Fed up with the dank, smelly, unattractive Tube? Well, experience the lofty views of the DLR, all within travelcard zones 1 -3. Use it to check out the scenery and wonderful views as you travel through this new city. Challenge the perception that east London has no green spaces and promote places like Bexley, Lewisham, Havering and Canary Wharf. Historic pubs on Wapping Wall and in Greenwich invite you to a historic riverside trail, which offers maritime history, food and drink, walking and cycling for half day or full day out. Working with the growing creative industries sector to make sure product that is both understood and easy to access. Take advantage of the latent demand to literally follow in the footsteps of the stars and develop and promote film trails to reflect the extensive filming that goes on in areas such as Beckton and Greenwich. World Heritage Sites – two of them for heritage and history. National museums Smaller, unique museums, many are free, less crowded and offer better value. The night-time economy, including restaurants, clubs, bars and theatre really offers products that are differentiated from areas such as Covent Garden and the West End and would appeal to quirky repeaters.

7 Key market segments: 

7 Key market segments Last year, an analysis was undertaken to review current markets for East London tourism providers in order to propose four key market segments. The main purpose of doing this was to focus marketing resources to generate a higher return on investment and encourage a more collaborative approach by demonstrating the markets with the greatest potential.

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7.1 Segment description: CHILDREN FIRST Socio economic group: C, D1, D2, E – but not exclusively, age: children various, adults 20 – 40, plus grandparents Families, predominantly with young children from the local area or not too far away – Kent and Essex. The focus is on the children more than the adults. They are looking for things that the children will enjoy, that will keep them busy without it costing their parents a fortune.

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Mile End Park Upminster Tithe Barn Hornchurch Country Park The Queen’s Theatre Hackney Empire Greenwich and Docklands Festival Barking Abbey Eastbury Manor House Maritime Greenwich Valence House Museum The Queen’ House National Maritime Museum Royal Observatory Cutty Sark Greenwich Heritage Centre Greenwich Park The Broadway Theatre The Horniman Museum Manor House Gardens Hackney City Farm Spittlefields City Farm Woolwich Arsenal Stratford Cultural Quarter Discover Theatre Royal Stratford East West Ham United Museum The Geffrye Museum The Royal Docks Water-ski club Redbridge Museum The Kenneth Moore Theatre Bethnal Green Museum of Childhood Tower of London Pool of London Tower Bridge Exhibition HMS Belfast Unicorn Theatre Docklands Light Railway Ragged School Museum Museum of London Museum in Docklands

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7.2 Segment description: QUIRKY REPEATERS & EXPLORERS Socio-economic group: ABC1, age: 18 – 40, but also older with young minds These are people who already know London well (some of them will be Londoners) and have explored many of the other obvious areas. Some of them will be from overseas, sometimes hoping to find something that they perceive is more possible in London than their home country, a sense of freedom and “don’t care what you think” that they believe east London can offer. They tend to be younger in spirit if not in years, wanting to travel by public transport and on foot, to find lesser known and particularly less “official” areas of London.

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Pool of London Old Operating Theatre Museum and Herb Garret Design Museum Southwark Cathedral St Katherine Docks Fan Museum St Alfege Church Thames Barrier North Woolwich old station museum Hurst House Markets Wapping Bow Brick Lane Spitalfields Dennis Severs House Geffrye Museum City Fringe Eltham Hoxton and Shoreditch Deptford Green Street East end canals Docklands Canary Wharf West India Quay Guildhall Art Gallery Bank of England Museum Pubs in the City Whitechapel art gallery Hall Place Danson House Hackney Empire Broadway Theatre

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7.3 Segment description: STORY-SEEKERS Socio-economic groups: ABC1, Age: 30+ This segment could be family groups, special interest groups or people on a short break. They have a strong interest in history and heritage and their focus is on places with a sense of story – attractions, streets, buildings and they love to hear anecdotes that they can repeat to their families or friends later. Sometimes the focus of their visit will be the “big names” such as the Greenwich museums or Tower of London but they are also keen to follow walking tour routes and discover other aspects of history such as the story of Bangladeshis in Brick Lane. They are happy to join guided tours or to wander alone – whatever is the best way to absorb fascinating facts and information.

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Heritage walks Maritime Greenwich Greenwich Heritage Centre West India Quay Museum of London Museum in Docklands The City Woolwich Arsenal Tower of London St Paul’s Cathedral Eltham Palace Pool of London The River The Monument Valence House Museum Barking Abbey Queen’s House Old Royal Naval College Royal Observatory Eltham Palace Cutty Sark The Fan Museum Manor House Gardens North Woolwich Old Station Museum The Geffrye Museum Redbridge Museum Rainham Hall Upminster Tithe Barn The Geffrye Museum The Tower of London St Katherine Docks Tower Bridge Exhibition Old Operating Theatre and Herb Garret Hall Place Danson House

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7.4 Segment description: MEETING AND EVENT ORGANISERS Socio-economic group/age: N/A as mainly corporate Whether meeting planners and event organisers or companies themselves, this segment don’t want an event that everyone else has. They particularly appreciate East London’s fantastic selection of venues and belong to the “bigger, better and bet you haven’t done this before” school of thought. Either they need more space (and therefore appreciate ExCeL London, the museums and other larger venues) or want to hold an event that gets people talking. They don’t necessarily need the reassurance that a big name branded hotel can give and focus more on the actual location (as in how interesting or scenic it is than simply what station it’s near) and setting. Of course facilities have to be good but they are ready to consider some less well known venues. It isn’t just about finding a place with the right capacity, acting as a holding facility for participants; it’s about using a venue that’s part of the event. The capacity counts but for these meeting organisers, the technical requirements are something they need to get right but not the focal point.

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ExCeL London Campus Hotels A variety of conference centres Tower Bridge Exhibition Pool of London HMS Belfast Wapping Canary Wharf East Wintergardens Tower of London Museum in Docklands Museum of London Maritime Greenwich Greenwich Foundation National Maritime Museum The Fan Museum Davenport House The Queen’s House The Painted Hall LCY Conference Centre The Barbican West Ham Football Ground

8. Visitor Clusters: 

8. Visitor Clusters 8.1 Tower of London and the Pool of London Description: The Pool of London, stretching from London Bridge to just past Tower Bridge, on both sides of the river, offers iconic visitor attractions like the Tower of London and the more unusual like the Old Operating Theatre Museum and Herb Garret. It is a great destination for families too, with an extensive annual events programme, the Unicorn Theatre, HMS Belfast and London Dungeon, all within easy walking distance.

Reasons to visit : 

Reasons to visit

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Motivation and satisfaction – key focus I am interested in history and heritage To visit a museum or gallery The brand mapping study has highlighted the following for this cluster: The main image is of a large swimming pool in central London. Low awareness. Great appeal to all segments however, once explained what there was to see and do.

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8.2 Maritime Greenwich Description: Maritime Greenwich, a World Heritage Site, offers visitors something really distinctive. It boasts a series of spectacular Baroque riverfront buildings designed by Sir Christopher Wren along with some of the city’s most charming parkland and unique maritime heritage, all set in wonderful Georgian streets. A visit to this London village can also include a visit to Deptford, the old Royal Arsenal at Woolwich, the iconic Thames Barrier or visit the country’s finest Art Deco house at Eltham Palace.

Reasons to Maritime Greenwich : 

Reasons to Maritime Greenwich

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Motivations and satisfaction – key focus I am interested in history and heritage To see attractive buildings, architecture and public arts To spend time in parks, gardens, green open spaces and nature To visit a museum or gallery The results of the brand mapping survey for this cluster highlight the following: The images are green, nautical, uplifting, well known and loved. It has the highest recognition amongst the sub-regions brands. Maritime Greenwich is the dominant brand versus Greenwich. However, Greenwich and its surrounds still have a strong role to play in offering different audiences (especially the non-family audiences) a more complete day out. Crucially it is seen as a destination that is very easy to get to – possibly more so than any of the other brands we researched. There is a lot to see and do.

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8.3 Royal Arsenal, Woolwich Description: Woolwich is a historic riverside town sited on the Thames whose fortunes have been linked to the Dockyard & Arsenal. The Dockyard was established in 1512 by King Henry VIII and continued until 1869. The military presence grew from the 17th century, peaking in WWI but declining rapidly after 1945. The vacation by the MoD has provided great opportunities for the regeneration of Woolwich. This is a growth cluster and relies on Maritime Greenwich to attract visitors.

Reasons to Visit Woolwich Arsenal : 

Reasons to Visit Woolwich Arsenal

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Motivations and satisfaction – key focus To visit a museum and gallery Interested in history and heritage To spend time in parks, gardens, green open spaces and nature To see attractive buildings, architecture and public arts

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8.4 Deptford What’s so great about SE8? Deptford is a place with a long history, or rather many histories; shipbuilding, pirates, Peter the Great, exploration, industrial firsts, royal residences and post war decline. Deptford is gritty inner city at its most vibrant. You won’t find high-street chains here, just the locals who go to the wonderful theatres and shop in their traditional market. That doesn’t mean it is ready to welcome a lot of visitors. Not yet anyway. Much of the product is behind closed doors in that you need to know where to go to find the artists and local history. Lewisham Council is working hard to change this, but it is going to take time. It is now also home to Laban dance school, already a local landmark and focus of a thriving arts community. This is a growth cluster and relies on Maritime Greenwich to attract visitors. The brand mapping study has highlighted the following for this cluster; The main image is of a run-down, rough area with no appeal. Low awareness. Where is it, what is it?

8.5 Horniman Museum, Lewisham Description: The Horniman Museum is a free, family friendly museum with exhibits from around the world. The museum is situated in extensive grounds and includes some interesting eco exhibits. It has a strong appeal to the local market : 

8.5 Horniman Museum, Lewisham Description: The Horniman Museum is a free, family friendly museum with exhibits from around the world. The museum is situated in extensive grounds and includes some interesting eco exhibits. It has a strong appeal to the local market Reasons to Visit Horniman Museum

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Motivations and satisfaction – key focus To spend time in parks, gardens, green open spaces, nature To visit a museum or gallery I am interested in history and heritage

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8.6 Hall Place, Bexley Description: Hall Place was built in 1537 for Lord Mayor of London Sir John Champneis. The house and gardens are now managed by Bexley Heritage Trust. It is open to the public throughout the year. Reasons to Visit Hall Place, Bexley

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Motivations and satisfaction – key focus To spend time in parks, gardens, green open spaces, nature To see attractive buildings, architecture and public arts To go walking and cycling I am interested in history and heritage

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8.7 Canary Wharf & Docklands Description: Located in the heart of the Docklands, Canary Wharf is well worth visiting to walk around this incredible post-industrial landscape, once the site of cargo warehouses that traded in goods from all over the world. The Museum in Docklands on the nearby West India Quay tells the remarkable story of the people who worked in the port of London and along the River Thames from Roman times to the present day. Canary Wharf has over 200 independent and high street stores based principally in three malls: Cabot Place, Canada Place and Jubilee Place. The estate is built on a Canadian model where all shops are below ground level and interlinked - like a mini-underground world - which is fantastic when it is cold, wet and windy outside. There a large number of open and green spaces to sit in the sun after a good day's shopping.

Reasons to Visit Canary Wharf & Docklands : 

Reasons to Visit Canary Wharf & Docklands

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Motivations and satisfaction – key focus Go to a restaurant, pub, bar/nightlife The results of the brand mapping study highlighted the following for this cluster; The images are transformation, modern, old mixed with the new, and the focus of the sub-regions regeneration. Docklands is associated more with shipping, industrial heritage and run-down docks – and is the more dominant of the brands. Canary Wharf is the new city, full of modern and new things. The scale and drama of this cluster make it stand out and easily remembered. It reminds respondents of American cities.

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8.8 St Paul’s, The City Description: The Square Mile is not just about business and finance. Within it are galleries, theatres, museums and concert halls. There is a wide range of sporting activity, a public leisure centre and the world-famous Barbican Centre. The City has a long and fascinating history - the City of London itself is over 800 years old and, while fulfilling its role as a modern local authority, it respects and preserves its rich historical legacy. The ancient civic offices of the Lord Mayor and Sheriffs are still an integral part of the modern City of London, and traditions such as the Lord Mayor's Show and the Freedom of the City bring London's history to life.

Reasons to Visit St. Paul’s & The City: 

Reasons to Visit St. Paul’s & The City

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Motivation and satisfaction – key focus To see an attractive building, architecture and public art I am interested in history and heritage To spend time in parks, gardens, green open spaces and nature To visit a museum or gallery To go walking or cycling The results of the brand mapping survey highlighted the following for the City cluster; The images are pin stripes, city buzz, surprising discoveries, and the mix of old and new. The City is polarised and represents many different things. It is seen as a place to be avoided during the week. Not a family friendly destination. Compact and easy to explore on foot. A wonderful mixture of fine arts, history and culture. Good selection of museums and cultural institutions.

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8.9 ExCeL London Description: ExCeL London is the capital’s largest conference and exhibition venue with a diverse range of business, sporting and days out events. The facilities are particularly good as you will enjoy the convenience of a self-contained campus, complete with dozens of restaurants, bars, pubs and cafes, six on-site hotels ranging from luxury to budget, 4000 car parking spaces and three DLR stations. Additionally, there are over 7,500 hotel rooms within 20 minutes of ExCeL London. The brand mapping study highlights the following for this cluster: It is understood to be an exhibition and conference centre. Those respondents that did not know what it was, found the name confusing.

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8.10 Spitalfields & Brick Lane Description: East London is a vibrant and culturally diverse part of the capital. It offers many surprises and has unquestionably the best markets in London. From sharp suits and designer handbags to speciality cheeses and cool kitsch, you will find what you are looking for in at least one of the markets in this cluster. There are also many dining options here, not least of all the many curry houses on Brick Lane.

Reasons to Visit Brick Lane and Spitalfields : 

Reasons to Visit Brick Lane and Spitalfields

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Motivations and satisfaction – key focus for the markets To go shopping To go to a restaurant, pub, bar/nightlife

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8.11 Stratford City The Olympic Park in east London lies at the heart of London's plans for the Olympic and Paralympic Games. The 500-acre site in the Lower Lea Valley in Stratford will provide a compact, secure and easily accessible home for the Games, seven minutes from central London. Nine new venues will be situated within easy walking distance of each other, allowing competitors and spectators alike to experience the unique atmosphere of an Olympic Games. The main 80,000-seat Stadium will host the Opening and Closing Ceremonies, as well as the Athletics events. The brand mapping study has highlighted the following for this cluster: The local east London group found the name “Stratford Cultural Quarter” very funny and lacking credibility. Confusion with Stratford upon Avon – “you mean we can get there by tube?”

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8.12 Geffrye Museum, Hackney Description: The Geffrye Museum depicts the quintessential style of English middle-class living rooms. Its collections of furniture, textiles, paintings and decorative arts are displayed in a series of period rooms from 1600 to the present day. The museum is set in elegant 18th century almshouses with a contemporary wing surrounded by attractive gardens, which include an award-winning walled herb garden and a series of period gardens. This is a growth cluster set in a challenging environment

Reasons to Visit Geffrye Museum : 

Reasons to Visit Geffrye Museum

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Motivations and satisfaction – key factors To visit a museum or gallery I am interested in history and heritage To spend time in parks, gardens, green open spaces and nature The brand mapping study highlights the following for this cluster; The main image is of a run-down, rough area with no appeal. Dismissed by the groups very quickly, except the local east London families who were more familiar with the area.

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8.13 Hoxton and Shoreditch Description a growth cluster of bars and nightlife. A Mecca for arts students, fashion designers/victims (delete as appropriate) and the creatively minded, it bustles mid-week and heaves at weekends. Not everyone's cup of tea, but worth sampling once in a while. The brand mapping study highlighted the following for this cluster; The images are new, young, up and coming, night time place. Similar to Spitalfields & Brick Lane, but not as established. Not family friendly.

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