London venues form marketing collective

London’s South Bank arts and leisure venues have joined forces to market the area as a business destination.

Seventeen venues including the OXO Tower, the London Eye and London Aquarium have formed South Bank Venues, a “marketing collective” dedicated to promoting the area as a destination for meetings, events, travel and business.

The area, which along the south side of the River Thames in central London, is the home of several museums, theatres and leisure attractions.

The collective says it wants to “enhance South Bank’s profile as a business tourism destination” by maximising the appeal of its “central London location, unrivalled transport links, breathtaking views and its indefinable relaxed ambiance that is uniquely South Bank”.

Elizabeth Parbutt, marketing director of South Bank Employers’ Group which will run the group, says is has been successful promoting the area as a leisure destination for 12 years and plans to apply the same partnership model to the business tourism market.

The marketing consortium is funded by member subscriptions and will be run by a not for profit business association South Bank Employers’ Group.

Full list of venues joining the marketing collective

BFI IMAX
BFI Southbank
Coin Street Community Builders
15 Hatfields
Florence Nightingale Museum
Imperial War Museum London
London Duck Tours
National Theatre
The Old Vic Theatre
OXO Tower Restaurant Bar and Brasserie
Park Plaza County Hall
Park Plaza Riverside
Plaza on the River – Club and Residence
Park Plaza Westminster Bridge
SEA LIFE London Aquarium
Southbank Centre and
The Merlin Entertainments London Eye

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