Following a three way pitch, Beverly Hills Conference & Visitors Bureau has appointed luxury lifestyle agency Luchford APM as its UK in-market representative to act on behalf of Beverly Hills with immediate effect.

The agency won the 12 month consumer and travel trade contract based on its creative ability to develop Beverly Hills from being a luxury travel brand to a luxury lifestyle consumer product, playing on its brand pillars of gourmet dining, five-star accommodations and high-end shopping.

Julie Wagner, Beverly Hills Conference & Visitors Bureau chief executive officer said of the appointment: “Beverly Hills is synonymous with luxury. Therefore, Luchford APM’s credentials were perfect for the brief to help us drive business and revenue for the renowned hotels, restaurants, attractions and businesses housed within our iconic destination.’’

The PR campaign highlights Beverly Hills’ unique selling points to position Beverly Hills as a standalone, unique ‘has it all’ destination and aims to educate and engage travel trade, taking it into a new chapter following its centenary.

Kelly Luchford, founder of the agency, said: “As an agency we have comprehensive experience of building destinations.

“Drawing from our understanding of luxury travel and lifestyle brands, restaurants and property, we will develop a multi-facetted strategy for Beverly Hills to build on its existing profile.”