Q&A: Claudio Giambrone
THE MAN BEHIND THE SOUTH BANK BRAND: AN INTERVIEW WITH
When thinking about London’s South Bank, the things that immediately spring to mind are tree- lined riverside walkways, fashionable bars and restaurants, and a wealth of cultural and tourism attractions, from Southbank Centre to the National Theatre, London Eye, and Imperial War Museum. One would struggle to believe that in a not-so-distant past, the area was renowned as ‘the wrong side of the river’ and its reputation was far from glowing.
Venue Insight recently sat down with Claudio Giambrone, Head of Marketing at South Bank London, the area’s Destination Marketing Organisation (DMO), to discuss the role that his organisation has played in transforming London’s South Bank from a derelict neighbourhood to the world- renowned cultural district it is today. An edited version of the interview follows:
How would you summarise your job, Claudio?...
Claudio Giambrone, Head of Marketing, South Bank London.
Photo credits © Lydia Evans
I head up the South Bank Marketing Group, the non-profit DMO promoting London’s South Bank through the destination brand South Bank London. Over the past 25 years, our parent organization, South Bank Employers’ Group, has helped transform a bleak and unwelcoming environment into an area that is home to over 30m visitors each year. My team also looks after South Bank Venues, the area’s Convention Bureau, which targets the Meetings industry, and South Bank BID (Business Improvement District), which delivers local services to over 170 businesses in the area, such as improved transportation, greening and security.
How popular is South Bank as a visitor destination and what is your marketing reach?...
Our marketing efforts keep increasing year after year, supporting continual growth in visits and brand recognition. One of our arts organisations – the Southbank Centre – is the UK’s third
CLAUDIO GIAMBRONE
42 DECEMBER/JANUARY 2017
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