Beverly Hills Launches The Definition of Luxury, A Luxury Campaign

Beverly Hills Conference & Visitors Bureau Partners with Leading Tastemakers – Rachel Zoe, Kelly Wearstler, Curtis Stone and Gunnar Peterson, And Others – to Share Their Definition of Luxury

BEVERLY HILLS, Calif., May 24, 2016Beverly Hills Conference & Visitors Bureau (BHCVB) has partnered with twelve celebrity influencers to launch a multi-channel campaign, The Definition of Luxury, including a published book and digital content, reinforcing the city as the leading luxury destination.

BHCVB will officially launch the campaign on the West Coast with a private reception for VIPs, celebrity tastemakers and influencers at Two Rodeo on Tuesday, May 24 from 6:00-8:00pm. The event will highlight an exclusive tasting from renowned chefs from some of the city’s most celebrated hotels, including The Beverly Hilton; Beverly Wilshire, A Four Seasons Hotel; Montage Beverly Hills and The Peninsula Beverly Hills. Attendees will also enjoy a panel discussion with a handful of tastemakers from the book about luxury and how Beverly Hills inspires their craft.

The Definition of Luxury campaign takes a personal approach to defining the influence that the city has on the fields of cuisine, hospitality, fashion, wellness, art, design, architecture and real estate. The tastemakers who provide their definitions and how they are inspired by Beverly Hills include:

• Kelly Wearstler – Interior Designer
• Rachel Zoe – Celebrity Stylist & Fashion Designer
• Gunnar Peterson – Celebrity & Pro-Athlete Personal Trainer
• Curtis Stone – Founder & Executive Chef of Maude
• Jeffrey Hyland – Co-Founder, President of Hilton and Hyland
• Ma Yansong – Founder of MAD Architects
• Vanessa Prager – Artist/Painter
• Chris Ford – Executive Pastry Chef at Beverly Wilshire, A Four Seasons Hotel
• Olivier Quignon – Executive Chef at L’Ermitage Beverly Hills, AVEC NOUS
• Erika Tucker – Chef de Cuisine at Montage Beverly Hills, The Rooftop Grill
• Stephanie Boswell – Executive Pastry Chef at The Peninsula Beverly Hills, The Belvedere
• Alberico Nunziata – Executive Chef at The Beverly Hilton

“Beverly Hills is luxury,” said Julie Wagner, Chief Executive Officer of BHCVB.  “In the wake of the completion of our Future of Luxury global trends report, this campaign reiterates the positioning of Beverly Hills as a leader of luxury and taps top influencers and celebrity tastemakers who have an affinity for the pillars that the city is founded upon, and also have an overall love for the destination.”

“Beverly Hills definitely embodies those classic and timeless principles,” said celebrity stylist and fashion designer, Rachel Zoe. “I think [the city] will always embody that luxurious, old Hollywood sensibility and will forever remain an iconic luxury and travel destination.”

Designer Kelly Wearstler, who recently led the redesign for the Viviane restaurant at Avalon Hotel Beverly Hills and is leading the $2M renovation of the hotel property, said, “Beverly Hills maintains an interesting, consistent blend of the iconic and the modern; forging a unique mixology of the past perfect with a constant eye on the future… [keeping] the city at the forefront of luxury and an inspiration for other destinations around the world.”

BHCVB’s spring campaign includes the limited edition production of a book named, The Definition of Luxury, which features the celebrity tastemakers’ and influencers’ thoughts as it relates to luxury and Beverly Hills. BHCVB has also launched a dedicated microsite for the campaign on LoveBeverlyHills.com, digital web ads that will continue through the year, a robust social media campaign, campaign videos and video vignettes that highlight the various tastemakers and the beauty of the City. The campaign’s creative channels were designed and led by Yes Design Group.

To learn more about Beverly Hills’ spring campaign, visit www.lovebeverlyhills.com/definitionofluxury or follow #BHBookOfLuxury on Facebook, Twitter and Instagram.

About Beverly Hills
Beverly Hills is one of the world’s most sought-after locales. Centrally located in greater Los Angeles, Beverly Hills is a premier holiday and business travel destination, with beautiful weather year-round, acclaimed full-service and boutique hotel accommodations, superb dining, and unrivalled shopping. Synonymous with Hollywood glamour, Beverly Hills enjoys an international reputation as the home and playground of A-list movie stars. The city is not only known worldwide for its grand mansions and chic shops along Rodeo Drive, but also for its multitude of art and architecture, spas and salons, and exceptional walkability.  Learn more at www.lovebeverlyhills.com or on Facebook and Twitter.

About Yes Design Group
Yes Design Group (YES) is an award-winning, creative communications agency renowned for strategic and innovative advertising, branding, marketing and design. Founded by agency principal and president, Lori J. Posner, Los Angeles-based YES has nearly two decades of expertise serving a broad range of industries and brands including Amazon Studios, Beverly Hills Conference & Visitors Bureau, BBC America, CBS Television, Courvoisier, DirecTV, Downtown Santa Monica, The Dream Foundation, Forbes, 20th Century Fox Television, Heineken, Hilton Worldwide, Lexus, NBC Universal, One.org, OUTFEST, Showtime Networks, Smirnoff, Sony Pictures Television, The Waldorf Astoria Collection of Hotels and Resorts and Wells Fargo. YES creates messages with dimension and meaning that resonate beyond the moment, compelling audiences to engage and share, while helping clients connect and grow their bottom line. To learn more, please visit yesdesigngroup.com.

Media Contacts:
Claire Delacruz Soe                                                            Teri Akahoshi
Beverly Hills Conference & Visitors Bureau                     Quinn PR 
(310) 248-1015 ext. 204                                                     (212) 868-1900 x407
Soe@lovebeverlyhills.com                                                Takahoshi@quinn.pr

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