North London positioning guide by forrests


									North London positioning guide

Putting north London on the map

Contents 1. The purpose of this guide 2. Target markets 3. North London themes 4. Positioning north London 5. What is north London? Appendix – ArkLeisure™ information on prospective market segments
1.1 Cosmopolitans 1.2 Discoverers 1.3 High Streets 1.4 Style Hounds 1.5 Traditionals

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1. The purpose of this positioning guide
This guide aims to provide you with up-to-date, practical information about the north London sub-region and it’s most relevant target markets. It should act as an introduction to the sub-region and hopefully encourage further exploration and research on an individual basis. Research carried out by Tourism Enterprise and Management Ltd (TEAM) with Arkenford and BrandKind for the London Development Agency (LDA) has shown that north London can be quite difficult for potential visitors to understand, and is seen mainly as a series of places, many of which lack clear identity. It is perceived as very residential and suburban – ‘a place to live – not a place to go’, and is not really on the radar for those outside London – unless visiting friends and family.

In people’s minds north London is quite often regarded as ‘a long way out’ at ‘the end of the tube line’. In its favour, the sub-region is served well by overland rail services and bus routes, which link into key transport hubs such as Tottenham Hale and Walthamstow Central. The research has identified destinations which already have some recognition and meaning to visitors, such as Alexandra Palace, the RAF Museum, Highgate and Brent Cross. Some of these are on the borders of the sub-region, but are considered by the public to be in north London and should, therefore, be used as a hook to attract visitors into the sub-region eg Hampstead Heath, Camden to visit lesser-known destinations and areas.

Marketing and positioning north London


North London positioning guide

2. Target markets
ArkLeisure lifestyle segmentation has been used for the research. Detailed information on the priority segments for north London is given in the Appendix. In order of priority the most important segments for the sub-region are: • Cosmopolitans • Discoverers • High Streets • Style Hounds There are two key criteria that determine who the best prospects are: – those who demonstrate an interest in London as a whole – those who have a propensity to be early adopters of new ideas and thus of new places to visit. • Cosmopolitans are active and confident and looking for new challenges and experiences • Discoverers are independent in mind and action, interested in new options and looking for new and educational experiences Both of these segments exhibit a higher than average interest in visiting London. High Streets and Style Hounds have a slightly lower than average interest in visiting London and although they are early adopters, tend to be followers rather than leaders, and should therefore be considered less of a priority as a target market.

Visiting Friends and Relatives (VFR) market is already an important generator of leisure trips to north London
In addition, a fifth segment, Traditionals, have a greater than average interest in visiting London. However, by nature they are not open to new ideas, and will only tend to visit the areas and attractions that have always appealed to them. Therefore it is not recommended that destinations in north London specifically target this segment, although some individual attractions, notably the RAF Museum, should. Overall north London should focus on only two of the four priority segments – Cosmopolitans and Discoverers – as they are more likely to be open to explore new areas. Repeat visitors rather than first-timers should also be targeted as they are generally less likely to only stick to known tourist areas or take guided tours and are more likely to want to experience the city from a local’s point of view as opposed to being a tourist. The Visiting Friends and Relatives (VFR) market is already an important generator of leisure trips to north London and is the most attractive and accessible market segment for most destinations in north London to address. As well as visiting central London attractions much of the resulting spend is in the local north London boroughs. Friends who are visiting are more likely to get out of the house to explore, with or without their hosts, than are families. Thus targeting friends, including overseas visitors, may be of a higher priority.


Marketing and positioning north London

3. North London themes
Londoners and UK residents have fairly high awareness of some north London destinations, although overseas visitors do not. Despite there being no iconic attractions in north London, certain destinations such as Alexandra Palace and the RAF Museum have strong enough identities to attract visitors in their own right. Destinations on the fringe of the sub-region such as Hampstead and Highgate are easily recognised and should be used to entice people into the area. North London also has product which can be aligned with some of the general reasons that stimulate people to take trips. The themes which motivate people the most and which align with London’s key marketing themes are: • the Arts • shopping • bars, clubs and nightlife • history and heritage • museums • eating out • music

Destinations such as Alexandra Palace and the RAF Museum have strong enough identities to attract visitors in their own right
The themes can be classified into: First order themes: strong themes that really motivate a significant proportion of visitors to come to London and visit more widely. Second order themes: themes that have some power to change behaviour. These may only interest a minority, but still offer the potential to draw people to new locations. Each theme will appeal not only to different market segments, but may also be dependent on people’s lifestages eg whether they have children, grandchildren, are younger or older. The tables include Traditionals, where relevant, since this group is important to specific attractions.

Marketing and positioning north London


North London positioning guide

First order themes
Key all-London theme and niches
Bars, clubs, and nightlife

Most relevant segments Cosmopolitans Discoverers High Streets Style Hounds High Streets Style Hounds Markets have a special appeal to Discoverers and Cosmopolitans

Lifestage and where resident Pre-family Londoners and Home Counties Pre- and post-family Londoners, Home Counties

North London examples Crouch End Muswell Hill Enfield (up and coming) Brent Cross Enfield Walthamstow market Crouch End (boutiques) Muswell Hill (boutiques/village style) Oriental City (niche)

Number one pastime for pre-family; general ‘socialising’ is broader based.

Seen as ‘unrivalled’ (except for Manchester residents for whom the travel time and rival aspirations combine against London).

History and heritage

The strongest reason to visit from outside London. Recent media-led increase in interest in history can drive people to explore more widely.

Traditionals Cosmopolitans Discoverers

Family and post-family From all locations

Alexandra Palace (events, the Palm Court, Phoenix Bar and conservation area) Walthamstow Village Forty Hall manor house and museum (Enfield) RAF Museum, Hendon Queen Elizabeth’s Hunting Lodge

Museums and ‘educational’ visits

A major reason to visit London, and a significant reason to explore more widely.

Cosmopolitans Discoverers Traditionals


RAF Museum, Hendon

Londoners, Home William Morris Gallery Counties Bruce Castle Capel Manor


Marketing and positioning north London

North London should focus on Cosmopolitans and Discoverers as they are more likely to be open to explore new areas

First order themes continued
Key all-London theme and niches
Eating out

Most relevant segments All segments Cosmopolitans like to find ‘hidden gems’, eg authentic ethnic food. Discoverers seek modern, functional places. High Streets favour the branded chains.

Lifestage and where resident Pre- and post family

North London examples Whetstone (ranging from intimate, small Italian family-run restaurants, to larger, more cosmopolitan places, all close together)

A reason in itself or a key part of the trip.

Mainly Londoners and Home Counties Crouch End (wide range of restaurants/ bars and cuisine from trendy to more family-oriented) East Finchley (village environment) Harringay Green Lanes (variety of Mediterranean cuisine) Highgate village

The Arts

Major exhibitions and new venues such as Tate Modern have been key to raising London’s profile.

Cosmopolitans Discoverers Traditionals Cosmopolitans and Discoverers are also keen to discover smaller cultural venues.

Pre- and post-family From all locations

Artsdepot, North Finchley (contemporary plus West End productions) Millfield Arts Centre, Edmonton (dance, theatre, comedy, music) Jacksons Lane Arts Centre, Highgate Chickenshed Theatre, Southgate William Morris Gallery, Walthamstow (niche) Bernie Grant Arts Centre, Tottenham (opens 2007)

Other first order themes were identified in the research, which are not relevant to north London, eg The River, Theatre (exceptional strength needed to draw visitors from Central London), Sightseeing (bias to central London because of the density of things to do).

Marketing and positioning north London


North London positioning guide

Second order themes
Secondary all-London theme Most relevant segments and niches All segments Only encourages exploration in pursuit of specialist Live contemporary music interests. Opera and for Pre-family Style Hounds summer season concerts are distinctive draws for London.

Lifestage and location Pre- and post-family From all locations

North London examples Alexandra Palace (venue for all types of bands) Artsdepot Chickenshed Theatre Millfield Arts Centre (festivals e.g. jazz to contemporary, popular as well as classical music) Jacksons Lane Arts Centre (classical and contemporary performances)

Interests, including sport


Pre- and post-family Origin varies by event

Most people with a specialist interest / hobby have a fixed Discoverers pattern of visits associated with their passion. Sport offers niche opportunities to draw additional people across London.

Lee Valley Regional Park (Lee Valley Athletics Centre; ice rink) Walthamstow Greyhound Stadium White Hart Lane stadium – home to Premiership team Tottenham Hotspur


Marketing and positioning north London

The second order themes where north London product is unlikely to be strong enough at the moment to offer sufficient potential to attract visitors but which may be developed were: Film (Much less of a draw to and across London than might be imagined. There is only limited demand for specialist film venues and event). North London currently does not offer sufficient tangible experience, although this could change in the future. Romantic breaks (London has some limited appeal). There are some romantic north London hotels, for example Hendon Hall, but overall there are no sufficiently strongly ‘romantic’ areas of north London for this theme to be a priority. Royalty (The Royal Family – as distinct from British history and heritage generally, of which they are a key element – are not much of a pull for UK residents into or across London). Also, north London does not have the necessary product for this theme. Other themes researched were Wildlife, Zoos, Gardens, Green Spaces and Parks, and Cycling. These were found to have very limited or specific power by themselves as a reason to visit or travel more widely across London. However, if these are combined with other reasons to visit, north London has product which could be relevant.
Theme Wildlife North London examples Lee Valley Regional Park including Tottenham Marshes, River Lee, Gunpowder Park, Royal Gunpowder Mills Capel Manor Myddelton House Forty Hall Epping Forest Lee Valley Regional Park Trent Country Park Hampstead Heath (extension) Highgate Wood Alexandra Park Finsbury Park Lee Valley Regional Park Epping Forest Trent Country Park


Green Spaces and Parks


Marketing and positioning north London


North London positioning guide

4. Positioning north London
The research showed that both domestic and overseas visitors needed help to navigate London if they are to explore further and deeper. It is therefore important for visitors to understand how easy it is to get to, from and around north London, not only by using the tube map but also by highlighting the mainline overground rail services and bus routes, both of which serve the sub-region well. In addition landmarks are important as both domestic and overseas visitors try to use them to navigate: landmark buildings, the river and its bridges, the tube map. So having a landmark, or associating with one, seems vital. For example, find Hampstead and Highgate on the map and it should be easy to find Alexandra Palace or Crouch End nearby. To recap, the most import segments for north London, in local and UK markets are, in order: • Cosmopolitans • Discoverers • High Streets • Style Hounds

In terms of ‘brands’ or ‘lighthouses’ although north London does not currently have a ‘lighthouse’, there are some destinations which act as attractors for the sub-region. These are: • Alexandra Palace • RAF Museum • Brent Cross North London could also link with one or more of the attributes of an established brand with which it overlaps eg Hampstead and Highgate, which has high appeal to all segments and lifestages. Apart from the Heath and Highgate Cemetery, it is associated with Kenwood, the Jewish community, actors and celebrities, good food and nice pubs. It is seen as cool, sophisticated, subtle, atmospheric, grown-up, with lots of history. It has an independent and ‘complete’ feel to it. It also feels all-year-round. In this case, Crouch End and Muswell Hill in particular could benefit from this association. Overall the key selling points for north London are: • The Arts – from more traditional galleries attractive to niche markets (William Morris Gallery) to contemporary, innovative (Artsdepot) and inclusive, well-known destinations (Chickenshed) • Shopping – from high street (Brent Cross) to niche and boutique (Crouch End, East Finchley) • Bars, Clubs and nightlife – Crouch End and Muswell Hill clusters of trendy bars/nightlife – near to Hampstead and Highgate, and for nights out with a difference – Walthamstow Greyhound Stadium • History and heritage – the RAF Museum at Hendon, Alexandra Palace, Forty Hall in Enfield, Walthamstow village, Queen Elizabeth’s Hunting Lodge

It is therefore important for visitors to understand how easy it is to get to, from and around north London, not only by using the tube map but also by highlighting the mainline overground rail services and bus routes, both of which serve the sub-region well.


Marketing and positioning north London

• Museums – William Morris Gallery (in its own right or as part of the wider interest in the Arts and Crafts movement in London), Forty Hall, Bruce Castle • Eating Out – small cluster of good restaurants in Whetstone/Totteridge, Crouch End. There is also potential for further development with restaurants along Green Lanes and in Enfield There is also potential in one of the secondary themes: • Music – good, popular venues for concerts such as Alexandra Palace, Jacksons Lane, Artsdepot, and Millfield Arts Centre North London also has some deep associations with films and the media eg Alexandra Palace. However, film is not a first order London theme, and is a crowded, competitive market where the obvious main benefit is when destinations are used as movie locations – the ‘Notting Hill’ effect.

5. What is north London?
North London covers the four London boroughs of Waltham Forest, Haringey, Enfield and Barnet, (see map). It is bordered to the north by Hertfordshire and to the east partly by Essex as well as the Olympic boroughs of Hackney and Newham. The sub-region also shares boundaries with the London boroughs of Brent, Harrow, Camden, Islington and Redbridge.

Marketing and positioning north London



Detailed information on prospective market segments Background
The ArkLeisure™ market segmentation method was developed by VisitBritain with the Arkenford market research and modelling company, and is based on individuals’ life values and their willingness to pay for quality rather than just socio-economic groups. These values are a major driver of both the kinds of thing people are interested in and the way in which they make their leisure choices. However, practical considerations still matter too: • Disposable income, responsibilities at work and home • The circumstances surrounding a leisure choice – is it for me or to meet others’ preferences? The objective is to produce marketing messages that therefore meet aspirations and answer practical needs – catering for family, baby or friends etc. The diagram below shows how people are placed in relation to two dimensions: • The extent to which they are independently minded or subject to others’ influence (the horizontal axis: ‘Mass Market– Independent’) • Their attitude to innovation and change (the vertical axis: ‘Sustainers – Innovators’) Each segment is associated with different life values and aspirations, and these are good predictors of their holiday and leisure behaviour. As outlined earlier the four main segments that should be targeted are Cosmopolitans, Discoverers, High Street and Style Hounds. Detailed information for these segments follows. Details for Traditionals have also been included for information only.

1.1 Cosmopolitans
Socio-economic groups: ABC1 – 57%, 21% retired. Age: 34% under 35; 29% over 55. 19% of the GB population.

Detailed segment description
Eating and shopping are high on the list of activities for this segment followed by visits to London’s parks and gardens and visits to London museums highlighting the active and educational nature of Cosmopolitans.

• Do what they want rather than follow any particular fashion • Are stylish people but it is individuality rather than fashion that is important to them • Are comfortable trying new things that are out of the ordinary


Marketing and positioning north London

• Are early adopters but this is generally based on their personal interest in new products and opportunities • Are high-spending and find it easy to justify buying expensive alternatives • Like to be given individual attention and are willing to pay for it • They are risk takers and this is reflected in their purchases and their desire for new things that are new and different • They like new challenges, both physical and intellectual • They have an appreciation of art and culture • Life for this group is full and active, yet peace and relaxation is still valued in the right circumstances.

• Eating and drinking – Cosmopolitans are the segment to eat out most often and are drawn to new, self-found, or non-chain restaurants. Wine bars are popular for drinking • Nights out – Cosmopolitans have a range of nights out that appeal and these include comedy, cabaret, theatre and ballet • Media – into films, news and comedy. Less time spent viewing TV than the majority of other segments • Holidays – Most likely segment to use the long-haul and more independent operators. A good short break for a Cosmopolitan allows them to escape, do their own thing and expand their knowledge or experience.

1.2 Discoverers
Socio-economic groups: ABC1 – 54%, 55% work full-time. Age: 47% between 25 and 44; 26% over 55. 13% of the GB population.

Interests and activities
• Personal interests – Cosmopolitans like shopping, cooking and arts and culture • Days out and attractions – there is a slight bias towards heritage and arts or cultural attractions. Their active nature is also reflected in the fact that they have a strong appeal towards days out in the ‘great outdoors’ – this could be visits to a National Park, a walk in the country or a day at the beach • The atmosphere that they are looking for in a day out is something that is educational and something that is mentally challenging • Shopping – Cosmopolitans spend a lot of money on clothes and up-market fashion chains are where they are likely to be found. They also like places to shop that have a strong independent sector

Detailed segment description
Arts and culture are not a big part of who the Discoverers are. In terms of shopping, a Discoverer, looking for something that is different from the norm, is more likely to be attracted towards markets. Outlook • Discoverers are very independent minded • Of all the segments, this one is the least likely to be worried about what others might think • They are not really influenced by style or brand, unless it represents values they are seeking

Marketing and positioning north London



• Function far out-rates style as a purchase driver for Discoverers • They are quite high spenders • They value new products and services as well as new experiences • They will judge new products’ value for themselves. If the product suits their needs and is right then they will spend their money • They value good service • They live a relatively relaxed pace of life • They enjoy intellectual challenges but arts and culture are not really an important part of who they are. Interests and Activities • Personal interests – include attending sporting events, computer games and DIY • Days out and attractions – Discoverers are drawn towards attractions that are geared towards investigation and amusement. This could include attractions such as zoos, science museums or living history attractions • They want to be fascinated and absorbed by their days out and go for something out of the ordinary • A good night out would involve live music • Eating and drinking – naturally, an essential element of any trip to a city and the types of establishments that appeal to a Discoverer are modern, functional but service orientated. This segment eats out frequently • Media – Have a wide variety of interests when it comes to TV viewing including films, sport, nature comedy and science programmes

• Holidays – independent travel companies appeal to this segment. They are a group likely to holiday off the beaten track or try to learn something new on their holiday. One of the least likely segments to book a package holiday • A good short break for a Discoverer allows them time to themselves, a chance to escape and the opportunity to expand their knowledge and experiences.

1.3 High Streets
Socio-economic groups: ABC1 – 50%, C2DE – 50%, 27% retired. Age: 30% under 35; 28% over 55. 18% of the GB population.

Detailed segment description
In terms of their last visit to London, shopping and entertainment were the main pastimes. The active nature of High Streets is coming out in visits to London’s parks and gardens.

• This group likes to take their information from other sources rather than discover things for themselves • They are interested in fashion brands and style is more important than functionality or individuality • They care what others think, which may hold their choice back a little • They are not the first to adopt new products but they do so earlier than most segments • They are keen to follow along when a fashion has been established • They are prepared to spend money on getting good service


Marketing and positioning north London

• They are prepared to try new and different things, although these are likely to have been tested by others so the experiences are new to them as individuals as opposed to new to the market • They are an active segment that is moderately interested in intellectual pursuits, arts and culture.

1.4 Style Hounds
Socio-economic groups: ABC1 – 60%, 55% work full-time. Age: 60% under 34. 50% married, 35% single, 58% have no children at home. 10% of the GB population.

Interests and Activities
• Days out and attractions – the High Street segment has a fairly universal appeal. There is a slight bias towards historical/heritage attractions and living history attractions. They are looking for an educational experience from their days out • Shopping – Being interested in fashion brands, days out that involve shopping appeals greatly to this segment. They are drawn to the main high street fashion stores eg Next. For their shopping trips they like to go to places with a mid-range offer but with a degree of quirkiness • Eating and drinking – They like the mass market, established, well known chains eg TGI Fridays, Bella Pasta, Pizza Express • Media – Enjoy soap operas and children’s TV • Holidays – Most likely to use a travel agent for booking holidays. Family orientated brands dominate eg Butlins, Eurocamp. This is the segment most likely to choose London for a break with their partner. It would be straightforward to entice this segment with the reassuring hotel, shopping, eating and theatre brands.

Detailed segment description
The activities undertaken by Style Hounds on their last visit to London highlights that they are heavily into their shopping, eating and nightlife.

• Style Hounds are very fashion conscious, and keen not to be seen as old fashioned. They like to be part of the latest trends and therefore quite strongly influenced by others, though they have the spending power to do what they want • They are very brand focused, they see fashion as being stylish • They are early adopters, and will go for things out of the ordinary, probably believing that they are setting fashions • Limited responsibility means that if they have money they are prepared to spend it. They find it easy to justify buying expensive alternatives and will pay for better service. Style Hounds are risk takers who like to try new and different things and they live a full and active life, but active does not mean serious sports • Peace and relaxation in the traditional sense is not sought out; fun and excitement is what defines a good time • They haven’t much interest in more ‘sophisticated’ arts, or cerebral activities.

Marketing and positioning north London



Interests and Activities • Shopping – They are a high spending segment when it comes to clothes shopping. They will shop at the main high street outlets eg Next, Warehouse etc but are very keen on their brand names • General interests – revolve around shopping, cinema, sporting events and computer games • Days out and attractions – they are seeking attractions that are fun, entertaining and with thrilling experiences. The sorts of days out/attractions that will appeal include theme parks and pleasure beaches. A good night out for this segment would be clubbing, live music or a visit to the cinema • Eating and drinking – the Style Hound will go to places where it is fashionable and stylish – the sort of place they can show off their fashion brands. An example of this would be ‘trendy’ bars eg The Pitcher and Piano, All Bar One • Holidays – This segment is most likely to use the main stream package tour operators for their overseas holiday. They are most likely to book holidays via the internet and book them last minute • Partying all night and meeting new people defines a good short break with friends for this segment • Media – This segment has the highest proportion of Sun readers. They are into the male and female lifestyle magazines as well as celebrity gossip magazines. For TV viewing, they enjoy reality TV, music TV and soap operas.

1.5 Traditionals
Socio-economic groups: C1C2 – 43%, DE – 36%. 41% retired; 31% work full-time. Age: older profile – 73% over 45; 53% over 55. 10% of the GB population.

Detailed segment description
Traditionals are the most cultural segment of those featured in this report. Just under half visited museums and about a third visited an art gallery, with a third also visiting an historic attraction on their last visit to London. Outlook • Traditionals are a mainstream market. Their members are relatively self-reliant and internally referenced with possible tendencies towards being sustainers • Brand is not a key purchase driver for this segment but it does not mean that they are brand averse • They are more likely to hold traditional values • Functionality is far more important than style and they are not swayed by products with style and individuality, although they will still go for something out of the ordinary • They value good service, and this is something that they will pay for, especially in terms of individual attention • They are unlikely to justify spending on expensive alternatives • They live life at a relaxed pace and enjoy intellectual challenges, arts and culture.


Marketing and positioning north London

Interests and Activities • Days out and attractions – those that are geared towards heritage and investigation will appeal to the Traditionals. This includes National Trust attractions, churches and cathedrals and botanical gardens • They are looking for days out and attractions that are peaceful and relaxing, nostalgic and educational • Personal interests – include gardening and arts and culture • Eating and Drinking – for Traditionals the traditional pub is the type of eating and drinking establishment that holds the greatest appeal • A good night out – for this segment would be going for a drink or a meal out • Holidays – being an older segment, they are most likely to use Saga but also domestic niche operators eg English Country Cottages. They are also most likely to use the telephone for booking • A good short break for Traditionals would give them the chance to escape, slow down and do their own thing • Media – enjoy news, history and nature programmes on TV.

Marketing and positioning north London



Marketing and positioning north London

Other languages and formats: This document is also available in large print, braille, on disk, audio cassette and in the languages listed below. For a copy, please email, telephone 020 7593 9000, or write to London Development Agency, Palestra, 197 Blackfriars Road, London, SE1 8AA.











Marketing and positioning north London


London Development Agency Palestra 197 Blackfriars Road London SE1 8AA T 020 7593 8000 F 020 7593 8002 Textphone 020 7593 9001

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