BEVERLY HILLS, CA - Following an intensive judging process, Beverly Hills Conference & Visitors Bureau (BHCVB) earned the 2017 Destination Award from Luxperience, the southern hemisphere’s only luxury business event that connects the innovative experiential tourism authorities in the premium travel market. The award is in recognition of BHCVB’s commitment to create a luxurious and experiential destination strategy to drive awareness and increase engagement and visitation, which it carried out with its Beverly Hills: City of WELLTH campaign in May.
“We are absolutely thrilled to receive the prestigious Destination Award that recognizes Beverly Hills Conference & Visitors Bureau’s efforts to position our organization as an innovative, forward thinking group of talented professionals dedicated to promoting the iconic, 5-Star destination of Beverly Hills globally to leisure, business, and incentive travel buyers,” says Julie Wagner, CEO of BHCVB.
The focus of the campaign was to keep the brand relevant and to help travelers think about the city in a non-stereotypic way. Derived from the word ‘wealth,’ and first identified in a book of the same name written by mindbodygreen founder Jason Wachob, WELLTH defines a move away from a drive for money and possessions to a less materialistic and more valuable life currency. The campaign kicked off with a round table discussion at Alo Yoga Beverly Hills, hosted by WELLTH ambassador Christie Brinkley accompanied by leaders in the health and wellness industry. The discussion revolved around the key pillars of the city: MOVE, EAT, RESTORE, GRATITUDE, and EXPLORE. A dedicated WELLTH website was created offering hotel packages, restaurant and wellness offerings, as well as a 902*IQ quiz.
The campaign press release secured more than 318 stories capturing over 70 million media impressions worldwide. The campaign included a global media FAM trips with journalists from top publications such as: Huffington Post, ELLE Canada, and UK Women’s Health Magazine. WELLTH was promoted across all of BHCVB’s media platforms, garnering over 281,000 total impressions and over six million Twitter and Instagram posts.
Julie Wagner and Mary Saunders, VP Business Development, accepted the award at the Gala Dinner at Doltone House Darling Island on September 18, in front of over 450 luminaries from the global luxury travel arena.
Instigated three years ago, the awards recognize the development and promotion of some of the finest products and operators of the tourism industry. The competition was fierce and the esteemed judging panel of travel industry experts - Emma Scott (Tiny Hunter), Belinda Melocco (King & Wood Mallesons), Mags King, (Fairfax Newspapers), Chris Flynn (PATA) and Luxperience’s own Michelle Papas - had a difficult task choosing a winner for each category.
