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South Bank to Feature Prominently in Major Visitor Campaigns

post-image 11th February 2022

We are really pleased to confirm that South Bank will feature prominently in two major campaigns, aimed at attracting domestic and international visitors back to central London.

South Bank BID is a key partner in the Mayor’s Spring into London campaign which is aimed at encouraging Londoners and domestic visitors to visit during half-term and beyond. South Bank is also set to feature in a major international campaign that will launch later this year.

Spring into London will include immersive light installations by globally acclaimed artists, pop-up performances, and discounted theatre tickets and meal deals across the capital. It’s the latest instalment of the Mayor’s highly successful Let’s Do London campaign, which South Bank BID helped to create, and which it supports financially.

As part of the campaign, and continuing the BID’s work with the GLA, a walking trail has been created between South Bank and a series of light installations in the City of London. The trail features several of the Illuminated River bridges and ties in another cornerstone of the campaign, the Southbank Centre’s Imagine Children’s Festival, the biggest children’s festival of its kind in London. Through working with Coin Street, this trail also features a new light installation (seen below when it was in Trafalgar Square last year) to be put in place on Observation Point from Friday 11 February to Sunday 20 February and we hope that this will be a major attraction during the half term week.

This campaign continues the BID’s prioritisation of attracting domestic and international visitors back to South Bank, to aid business recovery and to ensure that everyone feels safe and confident in one of London’s most visited neighbourhoods. Nic Durston, South Bank BID’s CEO, is quoted in the Mayor’s press release announcing the campaign: “South Bank is very pleased to support and participate in the Mayor’s Spring into London programme, as part of the highly successful Let’s Do London campaign. We are looking forward to welcoming people back to enjoy South Bank’s signature cultural, tourism, hospitality, and leisure destinations in what is one of London’s most exciting, creative, and vibrant neighbourhoods.”

Alongside the domestic campaign, the Mayor has also unveiled plans for a major campaign to help attract international visitors back to central London, focusing initially on the USA and Europe. South Bank BID has worked with the Mayor’s team, and colleagues and partners on the London Tourism Recovery Board – including Merlin Entertainments – in shaping what’s set to be a vitally important campaign.

The BID’s involvement will help to ensure that South Bank is featured prominently through the campaign, and in Visit Britain’s promotional activities which are closely linked. We’ll be sharing further details of the campaign as soon as we have them, and we would like to encourage all marketing leads to contact us so that we can keep you informed.

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