Better Bankside was established in 2005 and was one of the first Business Improvement Districts (BIDs) in the country. Situated on the south bank of the Thames between London bridge station and Southwark station, the area covered by Better Bankside is rich in heritage and culture but experiences all the challenges of a diverse inner-city district. Better Bankside exists to shape a healthier community and “leads innovative economic, environmental and social action to drive positive change in one of the world’s great neighbourhoods”. One key activity is destination marketing to promote the many attractions and services on offer in the district, from film and literary connections to modern art.