Claridge’s Bar was launched in London in September 1998 with the aim of becoming the most stylish bar in the capital. It was decided that the fastest and most efficient way of doing this was by using celebrity endorsement.

To achieve the maximum impact, Magellan organised a private party during the London Fashion Week. We worked closely with the celebrity party organiser and well-known celebrity hairdresser, Sam McKnight and our organisation and contacts ensured that A-list celebrities such as Kate Moss, Naomi Campbell, Jude Law, Sadie Frost, David Collins, Vivienne Westwood and Jemima Khan all attended. The media coverage for the launch was huge.

To support these 'impact'promotions, Magellan also worked with the Claridge’s barmen to devise a series of new signature cocktails that are still in use by the Bar today. To further raise the profile of the Bar and the shelf life of the promotions, Magellan devised a series of Cocktail Masterclasses. For the attendees a course included lunch, a tutorial by a known drinks author, a Masterclass certificate and a Claridge’s Bar cocktail shaker. The classes were a huge success with the bonus that by including Claridge’s Barmen in the presentation, their profile was very much enhanced.

As well as promoting the Bar through the media, Magellan worked with stakeholders in the area, arranging a series of exclusive parties for local residents associations including the Bond Street Association and the Mayfair Residents Association.

In the latest Zagat Guide to London and London Evening Standard guide, Claridge’s was voted the best Bar in town.