I D A C o n f e r e n c e – M a r k e t i n g L u x u r y D e s t i n a t i o n s

O c t o b e r 2 0 1 3

STRATEGIC PARTNERSHIP

Heart of London Business Alliance & New West End

Company bringing added value to our members,

partners, property owners and estates

GEOGRAPHIC AREA

Anchored on Bond Street and including Savile Row,

Jermyn Street, St James’s, Mount Street, Piccadilly,

Burlington Arcade, Cork Street and Lanes of Mayfair

PARTNERS

Luxury retailers, galleries, auction houses,

leading five star hotels and major property owners

Drive high-net-worth individuals and investors

into the Quarter

Enhance the position of the Quarter as the

indisputable centre of luxury in the world

Increase the number of high spending Chinese visitors

to the Quarter

OBJECTIVES

DELIVERY TEAM

Management Group

Heart of London & New

West End Company LLQ Chairman

Campaign Direction &

Delivery

Delivery Agencies

• Marketing & Services

• Corporate Profile & Travel PR

• Lifestyle PR & Digital

Showcasing the value of the Quarter to both consumers

and investors to drive spend and investment

London Luxury Quarterly - summary of major news,

insights and developments in the Quarter (Sep 13)

Briefing luxury commentators and opinion leaders

Spokespeople & Ambassador briefings

The Bentley Tours - Showcasing property development

and investment schemes

Media outreach and familiarisation programme

REPUTATION & POSITIONING

Art, Auction Houses, Jewellery and Watches (4 Sep)

High-end Hospitality & Hotels (Jan)

London Business School assessment of

concierge opportunity HNW

UK China Visa Alliance research – Tour Operators (Oct)

Insight Partners: Members, China Union Pay, Ledbury,

Savills, Wetherells, Mintel, Jones Lang LaSalle, Verdict

ROUNDTABLES & INSIGHTS

Launch dedicated China Bespoke Booking Service

(Launch Mayor of London Oct 2013)

St James’s & Bond Street Bespoke tours

Luxury partner to London & Partners & VisitBritain

for attracting HNW visitors and investors

TRAVEL TRADE & CONCIERGES

Dedicated Resource: GHC Asia appointed agency and

resources to promote LLQ on territory (Media & Travel

Professionals)

Digital Profile: Weibo launch and ongoing social media

campaign and travel trade promotion on territory –

Target 1 million

Press Trips -­ HNW luxury lifestyle press trip

(Oct/Nov) Tatler, Harpers, Vogue, GQ

‘Golden Week’ package to be launched with

Mayor Boris Johnson (Oct)

IN MAINLAND CHINA

Lucrative partnership with hotels to distribute ‘app’

capturing hotel spend across London into the Quarter

Hotel Partnership: 20 Hotel Partners featuring in-­room

collateral and member markeing materials distributed

Key Partner: China British Business Council programme

developed. Financial services and specialist corporate

partners engaged ie Coutts, Barclays Wealth

MARKETING PARTNERS & SPONSORSHIP

Collateral Updates -­ All digital and print materials

Android App - Android version launched June 2013

Promotion - Apple & Android to be maximised through

Chinese media and digital outreach - Target 250,000

downloads in 12 months

MARKETING MATERIALS

66,040 Total Downloads (since July 12):

Direct - 44,969 Ritz – 11,436 Langham – 4,606 Connaught – 2,135 The May Fair – 1,511 Browns - 1,438 Average Dwell - Time: 10.5 minutes (average App: 3 - 4 minutes)

LLQ APP TRACKING

London Luxury Conference – October 2013

Year Ahead Event - February 2014

CONTACT: Jace Tyrrell

Executive Director – City & Westminster Property Assoc.

Ph. + 44(0) 207 630 1782 E. jace.tyrrell@cwpa.org.uk

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