Client: Beverly Hills Conference and Visitors Bureau (BHCVB), the global destination marketing organization for Beverly Hills.
Challenge: Position Beverly Hills as a safe, sustainable and serene destination, distinct from Los Angeles, to attract a broader audience from the UK and Ireland. The goal was to promote Beverly Hills as a forward-thinking brand with a rich history and unique identity.
Solution: Relevance International initiated a strategic campaign, beginning with attendance at a global summit with key stakeholders. The plan focused on three pillars:
- Safety: Highlighting the city’s independent police force and commitment to security.
- Sustainability: Showcasing new sustainability initiatives, positioning Beverly Hills as an environmental leader.
- Serenity: Promoting greenery and wellness offerings to establish Beverly Hills as a rejuvenating destination.
The wider overall strategy aimed to position Beverly Hills as a premier destination by featuring new hotels, retail outlets, restaurants and wellness offerings, targeting luxury lifestyle media and the travel trade to influence key demographics in the UK and Ireland.
Results:
- Through strategic efforts, BHCVB successfully enhanced its visibility and appeal in the UK and Ireland.
- Key feature interviews with the CEO in prominent publications such as Group Travel Trade, Luxury Portfolio International and The Luxury Editor – Luxury Leaders.
- Extensive coverage of annual initiatives, culinary and travel trends, including listings and awards, company growth and global industry insights.
- Implementation of strategic recommendations for late 2024/early 2025 focused on Safety, Sustainability and Serenity. This includes organizing a global press trip with journalists from each key target market to attend a press conference in Beverly Hills.
- Achieved a reach of over 115 million users per month across placements in luxury and travel outlets.