The organization also experienced major growth in the interactive and social media spaces, including a 46% YOY growth in organic searches to the Love Beverly Hills website, a 47% increase on its Chinese website, as well as a 132% increase in Instagram and a 43% increase in Facebook followers.
The continued increases in growth are due to BHCVB’s intensive global marketing, publicity and sales initiatives throughout the year.
“Fiscal Year 2015-16 was filled with activities ensuring Beverly Hills remains a coveted luxury destination and leader in the tourism industry,” said Julie Wagner, Chief Executive Officer, BHCVB. “I look forward to this next year and expanding our efforts in established domestic and international locations as well as continuing to grow Beverly Hills’ recognition and activation from emerging markets around the globe.”
In addition to hosting its fifth annual Chinese New Year event, which was another sold-out show at the Saban Theatre, Beverly Hills launched two major initiatives to emphasize Beverly Hills’ position as a leader in the luxury sector within the first half of 2016: The Future of Luxury global trends report and The Definition of Luxury multi-channel marketing campaign.
The Future of Luxury global trends report, which was released in February 2016 in key markets such as the United States, UK & Europe, Australia and India, examines the current landscape of the global luxury market and offers an analysis of the high-net-worth individuals and their spending habits. The report, which is still available globally on BHCVB’s website, has continued to position Beverly Hills and BHCVB as an authority in luxury, hospitality and wellbeing throughout the world.
BHCVB’s Definition of Luxury multi-channel marketing campaign included a partnership with 12 celebrity and expert influencers to launch a limited edition book and digital content, reinforcing the city’s luxury positioning and its influence in the fields of travel, design, culinary, wellness and more. The influencers included Interior Designer Kelly Wearstler, Celebrity Stylist & Fashion Designer Rachel Zoe, Celebrity Chef Curtis Stone and Celebrity & Pro-Athlete Personal Trainer Gunnar Peterson, among others. The campaign, which launched in May 2016, will continue through the first half of Fiscal Year 2016-2017.
Looking ahead, BHCVB has increased its travel trade and public relations representation to produce strategic opportunities for Beverly Hills in key feeder markets, including expanded representation in the United States and in Europe. BHCVB will also continue its current trade and PR efforts in Australia, China and India, driving even more interest, tourism and revenue to Beverly Hills in Fiscal Year 2016-2017.