Tobacco Dock in London’s Eastside is to reposition itself as ‘a community for the ideas generation’ in the events venue market following a marketing audit.
Management says it will be carrying out an ongoing placemarking exercise “to assert itself as London’s quarter for live events and expos”. It also claims the new strategy will reflect the events and clients that use the venue with the adoption of the strapline: ‘The community for the ideas generation’.
The new positioning will be reflected in all marketing collateral, social media and digital content and will be rolled out to corporate clients and event organisers, as well as music promoters and the local community.
Management hopes the move will position Tobacco Dock “as the UK’s go to destination for creative and emergent events and exhibitions”.
Existing venue clients include Wired and the Festival of Marketing, and recent awards dinners using the venue include the BAFTAs.
Jonathan Read, co-founder and commercial director of Tobacco Dock says: “The venue is a proven catalyst for helping grow footfall and engagement for trade and consumer events, underlining its premise as a place where people congregate and ideas are exchanged.
“Having originally undertaken the development of Tobacco Dock as part of a branding exercise for the local area, we are passionate for the space to play its part in promoting this diverse, exciting community as one of the capital’s most dynamic, entrepreneurial districts; a quarter synonymous with live events, executive expos and cultural highlights.
“Over the coming months we will be meeting with local government, businesses and investors to see how we can work together to attract more destination visitors to the area.”