OnlineLabs, Urge PR Bag Aroma Wilshire Center Account

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Korean-American-owned Aroma Spa & Sports has named OnlineLabs Inc. and Urge Public Relations to handle Aroma Wilshire Center, a 330,000-square-foot sports, fitness and shopping complex scheduled to open this summer in Los Angeles.


OnlineLabs will create the complex's site at aromaresort.com and handle online marketing, including affiliate relationships. Urge, a specialist in interactive and entertainment public relations, is charged with creating publicity. Partly handled inhouse, the account had no incumbent.


"The mandate really is to bridge both the Korean-American community and the non-Korean-American community in southern California," said Erik Laykin, president of OnlineLabs, Westwood, CA.


Aroma Wilshire Center, named for its Wilshire Boulevard location in downtown Los Angeles, will offer facilities such as a junior Olympic pool, spa, golf range, billiards and dining.


"[It] is an exclusive private club," Laykin said. "It's a new thing for southern California. What they've done is take this Asian lifestyle club, and they've brought this center right in the middle of the city."


OnlineLabs has worked with clients in Asia, including the Hong Kong Tourist Association and Shanghai Tang. OnlineLabs was launched in 1992 and also has clients such as Kroll and Associates and the law firm of Latham & Watkins.


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