Tobacco Dock re-positions as the community for the ideas generation
Tobacco Dock has redefined its positioning following a comprehensive marketing audit.
Tobacco Dock will be carrying out an ongoing placemarking exercise to assert itself as London’s quarter for live events and expos. Reflecting the events and clients who use the venue, it will also adopt 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 comprehensively rolled out to corporate clients, exhibition and event organisers as well as music promoters and the local community. The placemarking exercise has been conceived to assert Tobacco Dock as the UK’s go to destination for creative and emergent events and exhibitions. Longstanding conference clients include Wired and the Festival of Marketing, recent awards dinners have taken place with BAFTA and the DBA and consumer shows include Nesta’s FutureFest, Meatopia, The Bike Shed and Taste of London Festive Edition.
Jonathan Read, co-founder and commercial director of Tobacco Dock comments, “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. Watch this space!”