Iconic Mayfair members' club, Tramp marked its 50th year with a series of high-profile events, celebrating its legacy at the epicenter of cultural revolutions and the galaxy of stars who helped turn the legendary basement of bacchanalia into a nightlife institution, since it first opened its 40 Jermyn Street doors in the last fortnight of the Sixties.

 

The motto “what happens in Tramp stays in Tramp” is still true to this day, but if the grand walls of arguably London’s most exclusive and legendary club could talk about the past five decades, they would tell a dazzling story about a decadent home-from-home for the rock ’n’ roll elite, that defined and defines generations, connecting legends who would never have met.

Cult was tasked with creating a 12-month campaign in 2019 to mark Tramp’s 50th anniversary, increasing Tramp's membership base, raising its profile in a wishlist of key media, putting together events to mark its anniversary and celebrating its key pillars, creating a heritage campaign as well as a campaign looking to the future and building the next generation of patrons.

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Key campaign details:

We threw two 50th anniversary events and secured attendance from stars including Dame Joan Collins, Sir Michael Caine, Sir Rod Stewart, Sir Tom Jones, Mark Ronson, Ashley Roberts, Pam Hogg, Gizzi Erskine, Dynamo, Professor Green and Vic Reeves among many others.

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We saturated the press with a heritage campaign looking back on the club's extraordinary past and the iconic moments that took place between its walls.

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We interviewed Tramp's iconic celebrity members and former owner Johnny Gold, for our heritage campaign, creating features, news stories, TV documentaries and content for the website, social and quotes to decorate the club's smoking lounge walls.

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To mark the Golden Anniversary, we launched their 24K gold burgers (a twist on their trademark Tramp Burger) alongside a limited edition Tramp champagne with a roll call of F&B's top journalists, critics, chefs, influencers and personalities.

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To capitalize on Tramp’s exclusive ‘member’s only’ reputation, we conceptualized a campaign based around the creation of a limited edition champagne.

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Blanket coverage included cover pieces in The Times and T2, Vogue, Harper's Bazaar, Tatler, Esquire, GQ, Financial Times How to Spend It, City AM, Evening Standard, ES Magazine, Metro, Telegraph, BBC and many more.

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We enlisted celebrity ambassadors to promote Tramp's key pillars - Gizzi Erskine for food, Pam Hogg for fashion etc.

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We created regular, newsworthy art, fashion, food and beverage member/press events as well as a slew of celebrity birthday parties, launch events and filming.

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We secured a production company to make a documentary telling Tramp's amazing story for the BBC

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863 pieces of coverage with an online readership of 5.92 BILLION

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A print circulation of 17.8 million, resulting in 9.68K social shares (8.83k on Facebook, 510 on Twitter and 338 on Pinterest)

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Check out Tramp members club here

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