John Ayling & Associates has been appointed to handle the media planning and buying for the launch of the Tio Pepe Midweek Dining Club. The sherry brand has launched the club in association with The Rocket Marketing Group.
The agency, which already works with Tio Pepe-owner Gonzalez Byass, won the business without a pitch. The agency is now developing a campaign to support the club, which offers members savings on restaurant bookings to encourage diners to eat out midweek.
The Rocket Marketing Group managing director Andy Huggins says: “The new club will provide members with a range of savings nationwide and will bring significant extra midweek business to the participating restaurants.”
Members will receive special offers and promotions through a 340-page directory and a 12-month membership. It will cross-promote Tio Pepe with many restaurants offering free samples.
Jeremy Rockett, marketing director for Gonzalez Byass in the UK, says the club is a good way to “raise awareness” of the brand while linking it with top quality restaurants.