La La Land goes global!

Beverly Hills becomes a brand

Beverly Hills city council has entered an agreement with the William Morris Endeavour agency to increase the brand awareness of the city and its logo around the world.

Deputy City Manager, Cheryl Friedling, says their goal is: "to monetize the [city's logo] shield and to enhance the name of Beverly Hills to a global audience, and to encourage visitors and tourism."

Robert Stone, MD of William Morris Endeavour continues: "We'll expand the property worldwide. Not just slapping the Beverly Hills logo on a T-shirt, but actually creating a branded programme ... [that] can reach and exceed sales worldwide," of more than $200 million to $300 million.

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