Clermont Club

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. 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’ – among their ranks were a myriad of British aristocracy including royals such as Princess Margaret, plus the James Bond holy trinity of Ian Fleming, Roger Moore and Cubby Broccoli. The Grade I 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.

Mercury was appointed to support the club’s return in 2021 as a private members club and casino, working on media relations across luxury lifestyle, property, travel and gaming titles.

Our approach for this client certainly isn’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 is also targeting ‘top tier’ foreign titles.

In the run up to the club’s launch, Mercury is cultivating a plethora of creative brand partnerships for events and commercial initiatives, including the likes of Bicester Village, LOUIS XIII and the Maybourne Hotel Group – and securing coverage in key titles for the club’s hotly anticipated Summer 2021 reopening and delivering sustained exposure thereafter.