H&K to promote ritzy CA shopping, dining center

LOS ANGELES: Hill & Knowlton has been hired to promote a tony Beverly Hills shopping and dining complex.

LOS ANGELES: Hill & Knowlton has been hired to promote a tony Beverly Hills shopping and dining complex.

Called Two Rodeo, the outdoor facility is home to high-end retailers, such as Tiffany & Co. and Versace, and is located at the south end of famous shopping destination Rodeo Drive.

H&K is charged with creating PR and media campaigns aimed at residents, international tourists, and business media.

Dick Cober, principal and SVP of Two Rodeo, said that H&K was chosen "for its media experience and industry insights. We're relying on H&K to ensure the shopping public understands all we have to offer."

H&K was hired by real estate management company Trammell Crow Co., based on a business referral, said H&K VP Jean Dickinson. She added that one other PR company was interviewed for the account, but the identity of that company was not shared with H&K.

Dickinson added that one goal of the account, which is valued at five figures annually, would be to "help strengthen their image [and] brand."

H&K began work on the account by announcing lease renewals for core tenants like Tiffany. The firm is also planning a PR campaign based around the holiday shopping season.

Post-9/11, the Rodeo Drive area suffered a downturn in business. That trend has recently started to reverse, in part due to a large makeover of the street by the city of Beverly Hills.

Two Rodeo also has invested heavily in marketing, both to remind consumers of its stores and to publicize its improving business story to various outlets.

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