Mallory Group has been appointed by The Epicurean Club, the leading Collection of the very best inns and pubs within Britain, on a dual brief. The brand partnerships and sponsorship consultancy will manage the strategy and search for premium partners for the Club as well as delivering the UK-wide communications outreach. The Epicurean Club’s aim is to become the place for discerning travellers looking for traditional British pubs and inns in which to dine, stay or embark on an Experience.
The Epicurean Club will be the most comprehensively curated, invitation-only Collection of boutique British inns and pubs housing rural gems hidden deep in the Scottish Highlands to idyllic Cotswold coaching inns, the archetypal Mayfair pub to scenic coastal taverns. ‘Friends’ of the Club – currently over 155,000 strong – receive free benefits when booking one of the properties through the platform including free drinks on arrival for the full party, complimentary room upgrades, free first-time dog-stays and the opportunity to book ‘Epicurean Experiences’ – from gin distillery tours to clay pigeon shooting, classic car driving experiences to a tour of the gardens at Highgrove.
Mallory Group Director, James Toller, will lead the partnership strategy brief, and Communications Director Emily Caroe is focussing on the trade media and consumer outreach.
The Epicurean Club announced at the start of July that it had acquired Inn Places which will allow it to grow its Collection to 200 pubs and inns by the end of the year. This revitalised and nationwide Collection will be re-launched to the general public in Autumn 2019.
Ed Hill, COO of The Epicurean Club commented, “Mallory Group immediately understood the brief and challenges that lie ahead for The Epicurean Club as we look to expand our offering nationwide. Their joined-up approach of creative communications expertise alongside a strong understanding of brand partnerships designed to increase our profile and introduce new Friends to The Epicurean Club is extremely exciting.”
James Toller, Director Mallory Group said, “It’s a real pleasure to be working with the team at The Epicurean Club. They are a great emerging brand and this is a really interesting brief with both the partnerships marketing and communications work. The team are all looking forward to spending quite a few comfy nights on the road getting under the skin of the brand as they travel the length and breadth of the country visiting the Collection of inns and pubs.’