Created by New West End Company and Heart of London Business Alliance, which together represent over 1000 businesses, London Luxury Quarter is a world leading destination for luxury, home to specific retailers with a strong luxury offer as well as world famous auction houses, galleries, restaurants and hotels.
SHANGHAI – Recognising China as the biggest growth market for international visitors to the UK, the London Luxury Quarter has announced the appointment of China-based Grebstad Hicks communications to target Chinese visitors and luxury lifestyle and travel trade press.
London Luxury Quarter is a collection of 42 world famous streets and lanes anchored by Bond Street and encompassing the lanes of Mayfair and St James’s. Three years ago, Heart of London Business Alliance and New West End Company, which together represent over 1,000 businesses across London’s West End, recognised the growth in appetite for luxury across their district and created the London Luxury Quarter to transform the area into a valuable entity that can be marketed globally.
Grebstad Hicks have signed on to the new role for 2013, to build the reputation of the London Luxury Quarter on-territory to the high net worth Chinese audience. Considering the Chinese visitor’s desire for exclusive access, they will arrange independent and group press trips, to take visitors behind the scenes of some of the Quarter’s finest retailers, hotels, restaurants and galleries. They will also manage London Luxury Quarter’s presence at key events throughout the year, including the potential Mayoral visit in October, and run a social media strategy on Weibo, China’s biggest social media platform.
Lead by partners Lynn Grebstad and Paul Hicks, Grebstad Hicks has been a leading agency in Asia specialising in travel, tourism, property and luxury lifestyle for over 15 years. With an impressive list of high-end clients including the Maybourne Hotel Group, Silversea Cruises and Zuma, the agency is in a strong position to take on the London Luxury Quarter’s proposition.
Following a retender for the corporate brief earlier this year, Rain Communications retained the role for the next year, beating competition from other London-based, multinational agencies. Rain will continue to lead the marketing initiative which highlights the retail and leisure offer within these key streets, positioning it to the industry as the world’s leading luxury centre.
Karen Baines, Head of Marketing & Communications at Heart of London Business Alliance, says: “London Luxury Quarter has a unique offer for the Chinese visitor, with an array of fine dining and top class hospitality, catering for their desire for exclusivity and attraction to our royal heritage. We are pleased to announce Grebstad Hicks Communications to take on the role of driving increased visitor numbers from high net worth individuals and amplifying London Luxury Quarter as the leading luxury destination in the world.”
Jace Tyrrell, Director of Communications at New West End Company, says: “Over the past three years, London Luxury Quarter has seen great developments as more and more new brands open flagships in the area. The corporate and China-focused PR will aim to cement the London Luxury Quarter as a global visitor destination for luxury and will continue to raise the profile of the Quarter across the industry, both in the UK and internationally, to drive footfall, sales and investment.”
Lynn Grebstad, Partner at Grebstad Hicks Communications, says: “We’ve worked with clients such as the Maybourne Group, who already have a strong connection with London Luxury Quarter and know the demand is there for the Chinese audience. We’re looking forward to using our knowledge of the luxury market to build the reputation of the London Luxury Quarter in China amongst high net worth individuals and investors to encourage further growth to the area.”
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