South Bank Marketing Group is one of London’s most successful tourism consortia, which has been promoting South Bank as a visitor destination on a global scale for the past 22 years. Founded in 1994 as the “South Bank Image Group”, it oversees the South Bank London destination brand and the website southbanklondon.com, one of London’s most successful destination marketing websites. South Bank Marketing Group manages the strategic development of the South Bank brand, oversees the commissioning of insight and research, and is committed to ensuring that South Bank’s identity as an unrivalled cultural hub is strengthened and supported.
The Group brings together the area’s attractions, cultural venues, museums, hotels, transport providers and other relevant visitor economy organisations in South Bank and Waterloo. The role of the Group is to:
- Provide destination leadership
- Maintain and grow South Bank’s profile as one of the capital’s top destinations
- Increase visitor dwell time and spend throughout the year
- Build strategic alliances which enhance the area’s profile and its influence
- Influence local public realm schemes which impact on the visitor
Members of South Bank Marketing Group are: Art of the Brick DC Superheroes; BFI Southbank; BFI IMAX; Coin Street Community Builders (OXO Tower, OXO Tower Wharf, Gabriel’s Wharf); City Cruises; Coca-Cola London Eye; Florence Nightingale Museum; House of Vans; IWM London; London Marriott Hotel County Hall; London Duck Tours; Mondrian London; National Theatre; Network Rail; OXO Tower Restaurant, Bar & Brasserie; Park Plaza Hotels; SEA LIFE London Aquarium; Shrek’s Adventure London; Skylon; Southbank Centre; MBNA Thames Clippers; The Old Vic.
The Marketing Group is funded by its members, with additional support from South Bank Business Improvement District. It is a high-level networking group, offering a valuable forum for members to network, keep abreast of developments in the area as well as London-wide strategic updates and the opportunity to influence issues such as visitor information and signage. All members pay an annual subscription fee which is directly spent on marketing activity as well contributing to the marketing team’s salaries and overheads.