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Custard proves the proof’s in the pudding with series of contract renewals

Custard Communications team
Specialist hospitality marketing and communications agency Custard Communications is celebrating a series of B2B and consumer contract renewals this month, as long-standing clients The Westminster Collection, Alton Towers Resort, The Clink Charity and Tudor Farmhouse Hotel & Restaurant extend their agreements through 2014-15.

Petra Clayton, founder and managing director of Custard Communications, says:   “Word of mouth referrals account for 95% of our business and the success of the company demonstrates the strength and solidity of our team. I started Custard Communications in a recession and we have now become one of the most reputable marketing and communications agencies in the hospitality industry. I’m proud to have bred a culture of loyalty and personal development within my team that’s enabled us to strengthen and expand the services we provide to our loyal clients.”  

Custard has been working with London venue marketing consortium The Westminster Collection (TWC) for more than three years, leading on such projects as the development of the collection’s new website, management of member communication and the delivery of the content and concept of last year’s Destination Westminster venue showcase, where a 3D hologram of London & Partners’ Tracy Halliwell talked to event planners about London’s reputation for creativity in events.  

The new 18-month contract will see Custard and TWC partner with renewed focus on direct and digital marketing, web development and events to support membership acquisition and retention and drive event enquiries to venues.

TWC marketing director Robin Parker said:   “The Board of The Westminster Collection is delighted to continue its relationship with Custard Communications. Since we first started working with Custard in 2010 they have brought a wealth of knowledge and expertise in strategic marketing and communications, which has been key to the development of the Collection over recent years. Their advice on both business and marketing matters has enabled us to increase membership and build a stable structure to secure the future for TWC. It’s refreshing to work with an agency that is always prepared to go above and beyond, and that shares the same values, meaning they have become a true extension of TWC and our brand.”  

The Custard team has delivered the trade PR for celebrated Staffordshire theme park and conference destination Alton Towers Resort since 2011, orchestrating residential trips for events, meetings and incentive travel journalists, managing external marketing communications and raising awareness of the venue’s excellent business facilities.  

The renewal of Tudor Farmhouse Hotel’s relationship with Custard marks the agency’s third year of working with the stunning Forest of Dean hotel and restaurant, which was named ‘Hotel Restaurant of the Year 2013’ at Cotswold Life’s Food & Drink Awards.  

Elsewhere, Custard’s ongoing work with prisoner rehabilitation initiative The Clink Charity has helped bring the scheme to international attention. The launch of the third Clink Restaurant at HMP Brixton last week marked the latest milestone in the charity’s development and growth, with a further seven restaurants planned by 2017.  

In a letter of thanks to Petra, Chris Moore, chief executive of The Clink Charity, praised Custard’s approach to managing the national press launch of The Clink Restaurant at HMP Brixton:   “I really appreciate how hard you and your team have worked over the past few months in planning and preparing for the opening of Brixton. The relationships you have with the media have resulted in the most amazing press coverage. It is an absolute delight to work with you and your team Petra. You have a very creative approach to challenges and opportunities and because of your very thorough approach to planning an event such as this, it means that there are very rarely any surprises on the day, which is a great comfort to me.”

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