81055 - GLA Place Branding Royal Docks

The economic and social transformation of the Royal Docks is a priority for The Mayor of London who, in partnership with the Mayor of Newham, is determined to work with private sector partners to enable delivery. As London's only Enterprise Zone the Royal Docks will support local development and economic growth. Currently there is no shared Royal Docks narrative that can be easily expressed when describing the Royal Docks to third parties. It is evident from many other developments what benefits can be gained from a clear positioning strategy. Good place branding and marketing should enable the conditions for good growth by engaging communities, building public support, coordinating investment, shaping development, and strengthening the character of a place.