Challenge

On the heels of the city’s celebrated centennial, our longtime client asked us to develop a fresh look and feel for Beverly Hills to attract visitors and to reinforce the destination’s standing as a leader in the luxury category. Challenges included conveying a more approachable, customizable image while sustaining Beverly Hills’ exclusive reputation, and working within a budget allocated by the CVB’s Board of Directors.

Insight

Perceptions of the brand’s price-point limits interest to the top 5% of the world’s travelers. Research pointed to showcasing a larger variety of events and city activities with specific promotions highlighting accessibility to attract a broader demographic of visitors.

Solution

We created a strategic, multi-platform campaign targeting key incentive and meeting groups as well as leisure and independent travelers conveying Beverly Hills as offering “something for everyone” in a luxurious, yet welcome environment with an emphasis on “customizable luxury” – including an aphoristic tagline firmly embedding the destination as a leading expert in all things luxury.