Clermont Club
Drive awareness of the relaunch of private member’s club and casino, Clermont Club, in the UK and internationally to London’s Global village, communicating the building’s rich heritage. Tracing its roots all the way back to the sixties, the Clermont Club was the first establishment in London to offer legal gaming and was home to the famous ‘Mayfair Set’ and British aristocracy including royals such as Princess Margaret. The Grade Il listed building is the only surviving townhouse designed by the eminent English architect, William Kent, built between 1742 and 1745, and it was also said to be where the foundations of private equity were devised.
Impact
- In the run up to the club’s projected launch date, Mercury cultivated a plethora of creative brand collaborations for events and commercial initiatives, including the likes of Bicester Village, LOUIS XIII and the Maybourne Hotel Group (which we secured rack rate for club members)
- Created a list of local businesses of the right calibre with relevant clientele to partner with, and invited them for soft openings
- Coverage in The Times, The Daily Telegraph, Spear’s, Town & Country, Mayfair Times, Diplomat etc
Approach
With new owners, this historic casino has been renovated and reinvigorated to appeal to a new, vibrant and international audience, while celebrating its powerhouse legacy at 44 Berkeley Square. Our approach for this client certainly wasn’t a one-size-fits-all press release; initially three releases were drafted around interiors, F&B and gaming after the initial announcement communiqué.
Due to their international audience, Mercury also targeted ‘top tier’ foreign titles for media relations and press trips. Identifying partnerships to access new HNW clientele was key for this client.
