The area around Bond Street and Savile Row is dubbed the London Luxury Quarter by New West End Company, which promotes the capital’s West End as a shopping destination.
New West End Company has charged Grebstad Hicks with building the reputation of the area among the high net worth Chinese audience in the consumer, luxury lifestyle and travel trade press.
China is the biggest growth market for international visitors to the UK and the appointment comes as the UK and EU rethink visa rules to make it easier for Chinese travellers to visit the region.
Activity will include independent and group press trips to exclusive retailers, hotels, restaurants and galleries, as well as managing London Luxury Quarter’s presence at key events in China. These include a potential visit to the country by London Mayor Boris Johnson in October.
The travel and luxury specialist agency will also begin a social media campaign on China’s biggest social network Weibo.
New West End Company has also reappointed Rain Communications to handle corporate duties to promote the London Luxury Quarter following a pitch against London-based and multinational agencies.
The agency will continue to highlight the retail and leisure offerings within the key streets and position it as the world’s leading luxury centre.
Jace Tyrrell, director of comms at New West End Company, said: ‘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.’