LUX

LUX is a public relations and communications agency based in Calvia, Spain, that specializes in the intersection of luxury tourism, golf, and high-end brand communications. Founded in 2008 alongside golf legend Severiano Ballesteros, the agency has evolved from a golf-focused publication into a comprehensive communications partner for premium brands operating in the Balearic Islands. LUX primarily serves luxury tourism operators, golf courses, high-end real estate developers, and luxury goods brands looking to connect with discerning audiences in the Mediterranean region.

How LUX Helps Brands Build Prestige

At its core, LUX works to create synergy between its partners through carefully coordinated events, press conferences, and media placements. The agency is more than a traditional PR firm—it functions as a curated guide to luxury golf tourism in Mallorca, while also organizing tournaments and exclusive gatherings that bring together brands and their target audiences. By leveraging its official endorsements from the Agencia de Turismo de Baleares and the Asociación Española de Lujo, LUX provides its clients with credibility and access to high-net-worth individuals. The agency also maintains a presence at national and international tourism fairs alongside the AETIB, ensuring its partners gain visibility in key markets.

Services and Specialties

LUX offers a range of services designed to support luxury brands in the tourism and lifestyle sectors. Based on the agency's activities and industry focus, typical services include:

• Press conferences and media outreach (convocatorias de prensa)
• Golf tournament organization and event management
• Luxury brand storytelling and editorial content creation
• Strategic partnerships with high-end hospitality and travel brands
• Participation in international tourism fairs and trade shows
• Publication of a luxury golf tourism guide distributed via private jet lounges
• Coordination with local government tourism boards (Consell d'Eivissa, Consell Insular de Menorca)

Location and Local Expertise

Headquartered in Calvia, a municipality on the southwestern coast of Mallorca, LUX is deeply rooted in the Balearic Islands' luxury tourism ecosystem. Calvia is home to some of the region's most prestigious golf courses and resorts, making it an ideal base for an agency focused on high-end travel and lifestyle communications. LUX works with the most important golf courses across the Balearic Islands and collaborates with luxury brands in diverse sectors, from automotive to fine dining. The agency's official partnership with Aviapartner Executive, which features its magazine in private jet lounges, underscores its ability to reach an affluent, mobile audience.

LUX is best suited for luxury tourism operators, golf course management companies, high-end real estate developers, and premium lifestyle brands looking to establish or strengthen their presence in the Spanish Mediterranean. The agency's combination of event management, media relations, and government-backed endorsements makes it a practical choice for organizations seeking targeted, high-touch communications in the luxury sector.