Luxy, a dating app geared toward "rich men and beautiful women," has offered Hidden Hills, Calif., $3.45M to change its name to Luxy USA for 10 years.
The self-described "Tinder without the poor people" said it is willing to go higher if the city is game.
Darren Shuster of Los Angeles' Pop Culture PR is orchestrating the PR blitz for Luxy. The firm has worked with OkCupid, Ancestry.com, and Bodog, among others.
Shuster used a similar PR ploy in 2013 for SugarDaddie.com, which offered $4M+ to Sugar Land, Tex., and $3.85M to Sugar Hill, Ga., for naming rights.
Laura Anderson, who rose to VP/GM of global communications and events in a nearly 20 year stint at Intel, will take on the Americas technology chair at Burson following the completion of the BCW and H+K merger on July 1.
WE Communications has partnered with ROKK Solutions to form the WE ROKK AI service.
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