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    THE ASK:

    Beverly Hills Conference and Visitors Bureau commissioned research which would allow both Beverly Hills and their worldwide marketing partners to understand the current world of luxury, and prepare for the future of luxury. The resulting report would continue to position Beverly Hills as the authority in luxury.

    The report gave rise to a multi faceted marketing campaign aimed at showing the world that Beverly Hills is unequivocally the city that defines luxury.


    In 2014 a conference was held in Beverly Hills with all their global marketing partners one of which being The Buzz Group. From this a white paper was developed, and a brief issued. The resultant report was commissioned and the findings used as the basis for the ensuring publicity campaign, and as the launchpad for a book called “The Definition of Luxury”.

    THE RESULT: There were three main outcomes to this campaign.Future of Luxury report; a report that looks at who is consuming luxury goods and services, and examines the different spending habits across the generations, in particular the increasingly influential millennials.The Definition of Luxury; marketing campaign aimed at using information from the report to maintain Beverly Hills authority in the luxury space. Partnering with 10 super high profile tastemakers who call Beverly Hills home, this campaign was launched into the consumer sphere which co-incided with the launch of a book of the same title, The Definition of Luxury, in Beverly Hills in May 20Total global stories: 195 to dateTotal global impressions: 13,580,958 to dateTotal interviews with BHCVB representatives about the campaign: 129 to date