London’s East End is being rebranded as Eastside to lure wealthy American tourists.
A series of rebranding exercises began with Cityside, the area around Clerkenwell, next was Midtown in the Holborn area and now Eastside is the brand given to London’s East End.
The term is being used by Tour East London, a consortium of local councils, tourism firms and attractions to encourage tourists away from their familiar West End haunts and into “the place where real Londoners work, eat and play”.
Eastside is defined as stretching from Tower Bridge to the eastern boundary of Newham in the north and Greenwich in the south, taking in Brick Lane and the new Museum in Docklands. Details: www.visiteastlondon.co.uk
