It’s always been the playground of the rich and famous, but Beverly Hills, California now is focusing on a new kind of ‘wellth’ – that of health and wellness.

The Beverly Hills Conference & Visitors Bureau has launched a the campaign: ‘Beverly Hills: City of Wellth,’ which brings together leading industry experts for a season of wellness and mindfulness activities.

Supermodel Christie Brinkley, a vegetarian since age 14, has been named Wellth ambassador, and will work alongside mindbodygreen founder Jason Wachob – who coined the term ‘wellth’ in a book by the same name – to highlight the concept and what makes Beverly Hills the ‘City of Wellth.’

Hotels across the city are getting involved with ‘Wellth’ room and spa packages, including The Beverly Hills Hotel, The Beverly Hilton, Beverly Wilshire, Luxe Rodeo Drive Hotel, Montage Beverly Hills, The Peninsula Beverly Hills,Sixty Beverly Hills, Viceroy L’Ermitage Beverly Hills and the newly opened Waldorf Astoria Beverly Hills.

‘Wellthy’ meals are also available at a number of restaurants in the city, showcasing specials that fall under one or more criteria of locally sourced, plant-based, vegan, paleo or using meat that is grass-fed or hormone-free.

Travellers will also be able to find out their ‘902IQ’ (a play on the area’s post code) through a fun online quiz, where they can check their ‘wellthy’ lifestyle score and learn how to improve it through different experiences in Beverly Hills.

The campaign includes focusing on pillars of ‘wellth,’ including Move, Eat, Restore, show Gratitude and explore Experiences. Pillar representatives include Caley Alyssa (Move), founder of Alo Yoga; plant-based chef and best-selling author Matthew Kenney (Eat); Feng Shui expert Dana Claudat (Restore); Bodyism founder James Duigan (Gratitude); and meditation teacher Charlie Knoles (Explore).