South London positioning guide: Executive summary

Introduction and background

This positioning guide was commissioned by the London Development Agency (LDA) and covers the London boroughs of Bromley, Croydon, Kingston upon Thames, Merton, Richmond upon Thames and Sutton.

This work is part of an overall process to improve the marketing of south London and increase the return on marketing investment. This guide builds on several pieces of earlier work including a segmentation analysis and identification of key market segments for south London; a visitor survey; and brand mapping research. The full version of this positioning guide explains the processes used.

How the positioning guide will be used

The purpose of the positioning guide is to focus resources on the most productive markets for south London, and help to direct Visit London's marketing activities. The idea is to help bring tourism providers together in collaborative marketing activities, working with common targets, not just because of geographic proximity.

By highlighting south London's key selling points, its competitive advantage, explaining which products are most suitable for which segments, and how the constituent parts of south London could be positioned as part of London’s overall marketing, the aim is to make Visit London's job easier and thereby aid the promotion of the south London area.

Any south London tourism business or borough can benefit from using this guide. It will mean they are drawing on extensive market research and working in conjunction with other south London organisations as well as Visit London. This positioning guide is intended as a framework and context for sub-regional marketing activity, and those who work within it are more likely to be successful.

No one should feel compelled to restrict themselves to the segments and activities outlined in this document. Some tourism providers will still wish to focus on other activities and markets that are important to them but which are perhaps not sub-regional priorities. It is likely some tourism organisations will already have their own positioning values. This positioning guide is not intended to replace current marketing activities but to underpin them and add value.

South London's competitive advantage

Having considered the results of the visitor and brand mapping research, and which aspects of south London should be promoted, the next step was to develop a sense of the umbrella or overall feeling which needs
to be conveyed for south London. The conclusion is that this should be: 'South London is the place for a relaxing wander'.

The focus for that relaxing wander might change but the basic way of enjoying south London remains the same. It could mean exploring (in a leisurely rather than athletic fashion) Hampton Court Palace, Down
House or the London Wetland Centre. A relaxing wander could be enjoyed around the shops, whether in a village or shopping centre - where the shops are less crowded than in central London. It could mean enjoying the countryside on the doorstep in Croydon, Sutton or Bromley.

It must be stressed that 'South London is a place for a relaxing wander' isn’t a strap line. It isn't a quote to be directly used in promotional activities. It is an easy way to summarise what south London is. It is the one line that that can be used when trying to decide what imagery or wording to use in promotional activities.

This could be extended and given more depth by adding that 'South London has a 'Sunday morning feeling' - but not just on Sundays'.

Who will be attracted by 'the place for a relaxing wander'?

Londoners need to de-stress and enjoy their precious leisure time. Parents want to take their children out and to enjoy stress-free time together. People visiting their friends and relatives want to have time to chat to each other, as they explore.

Visitors from outside London may appreciate the frenetic pace of London but they are less likely to be used to such constant activity and noise and will enjoy a brief respite, exploring a less busy area of London which nonetheless has some famous attractions.

Visitors from overseas are unlikely to get on a plane especially to come to south London just because they've heard it’s the place for a relaxing wander. However, those who are already planning a trip to London may wish to include a more relaxing aspect in their trip after the hubbub of central London.

South London's key selling points

The research has shown that south London has the
following key selling points:

• Kew Gardens
• River Thames - potentially including River Wandle.
• The Thames can be promoted in its own right (e.g.
  enjoy the riverside paths, activities on the river) as
  well as the link between Richmond and Kingston
• Richmond upon Thames
• Wimbledon – tennis and the common/village
• Green open spaces and nature – these could be
  open spaces or places with a nature theme such as
  the London Wetland Centre, Sutton Ecology Centre
  or Down House
• Heritage and historical destinations – from famous
  palaces to lesser known smaller venues
• Shopping – traditional areas such as Wimbledon or
  Richmond with a more village-like atmosphere, at
  a farmers' market or more modern shopping centre
  such as those in Bromley, Croydon, Kingston and
  Sutton

What is south London's emotional appeal?

South London is relaxing. Its green spaces and rivers are breathing spaces, places for a respite and escape from frenetic daily life. It can be refreshing.

Its heritage and historical assets can also be relaxing as well as informative, inspiring and uplifting. South London's shopping areas, towns and villages offer plenty of choice and are cosmopolitan, but are not as busy as those in central London.

How should south London be presented in promotional terms?

The one term to always bear in mind throughout any promotion of south London and its constituent parts is 'relaxation'. South London is effectively London's playground - its green lung and garden. It is helpful that the area also has several attractions and areas with an environmental theme such as the Wetland Centre, Sutton Ecology Centre, Down House and others.

Imagery

Green should be a dominant colour together with neutral but warm autumnal colours. Sharp vibrant colours such as pink and fluorescent yellows should be avoided. Photography should show people in small groups, whether families (three generations) or friends. South London's visitors are biased towards older age groups so photography should reflect this i.e. avoid teen pictures.

Images should give the impression of people moving around and enjoying themselves, marvelling at details, views and finds. There should be a sense of 'leisurely doing' rather than energetic and frenetic activity.

Copy

Copy needs to convey the sense of a relaxed wander and promote the idea that visitors can enjoy a 'Sunday morning feeling' all day, every day. Another feeling to communicate is that of a gentle surprise and sense of discovery. Visitors should feel inspired, curious and gently challenged.

Below are some of the words to associate with south London:

• Relax, wander, meander, discover together - in a group, with your family, with friends, explore with friends, easy like a Sunday morning
• Potter, browse, sense of 'coming up for air', London's green lung, London's garden - green spaces, countryside, parks and commons, village centres and riversides, family friendly, welcoming, safe atmosphere
• English/Englishness, living history, entertaining and diverting

Visitors should feel encouraged to explore south London as a whole, but make them feel that this is easy to do and not onerous. Rather than conveying the sense of 'lots to see and do', product combinations
should be suggested so that the exploration feels easy and assured.

Potential themes to be used

These are some examples of themes that might be used for south London promotions.

• Building on the Visit London 'if you like, you'll love' promotion. This could also include opposites such as encouraging people who’ve seen London from above with the London Eye, to go underground to Chislehurst Caves or encouraging those who've shopped in the big name stores, to discover smaller boutiques in south London's villages
• Whatever the weather: the weather and seasons could be actively used to generate interest in south London's different selling points. For example, enjoying spring by getting closer to nature, enjoying
  summer with a picnic against a historic backdrop, or enjoying autumn with a back to school/learn something new angle
• Family friendly: an opportunity to really focus on family friendly activities, perhaps also linking to a VFR promotion, encouraging families to invite their relatives to visit
• Mind, body, spirit and soul: rather than a 'chill out' theme that might be construed as being aimed at younger people, this theme could combine relaxation with exploration, and some surprise angles that visitors might not expect in south London such as the Buddhist temple in Wimbledon
• In the footsteps of… walking routes are an ideal way of encouraging visitors to move from one area to another and can be used for more urban and rural areas of south London
• Two rivers run through it: the visitor research has already indicated that there is strong interest in the River Thames as the backdrop to a range of activities and that the name River Wandle is likely to be well received. Combining these two waterways is a useful way of promoting very different areas of south London

Key market segments for south London

In 2005, an analysis of current markets was undertaken for south London tourism providers in order to propose five key market segments. The main
purpose was to focus marketing resources to generate a higher return on investment and encourage a more collaborative approach by emonstrating the markets with the greatest potential.

The segments are described in full detail in the separate segmentation guide. They are: 'Social wanderers', 'London repeaters and explorers', 'Groups discovering together', 'Happy families' and 'A little bit of what you fancy does you good'.

The full version of the positioning guide also includes a list of products that are likely to appeal to each of these market segments.