Recognising China as the biggest growth market for international visitors to the UK, the London Luxury Quarter has appointed Grebstad Hicks Communications to boost the number of Chinese visitors.
London Luxury Quarter is a collection of 42 streets including the likes of Bond Street, Mayfair and St James's.
The PR agency, with offices in Shanghai and Beijing, will arrange independent and group press trips to take visitors behind the scenes of some retailers. It will also handle events in China and manage a social media presence on Weibo.
Founded three years ago by Heart of London Business Alliance and New West End Company, which represent businesses in various regions in the English capital, London Luxury Quarter comprises more than 1,000 businesses.
"Over the past three years, London Luxury Quarter has seen great developments as more and more new brands open flagships in the area," said Jace Tyrrell, director of communications at New West End Company.
"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, to drive footfall, sales and investment."