North West PR agency Paver Smith has formed a new joint venture agency in London pitched at the country lifestyles sector.
Zambuni Paver is targeting luxury resorts, gun makers, car manufacturers and fashion houses among others.
The new PR agency is headed by country sports enthusiast Claire Zambuni who has a monthly column in Shooting Gazette and runs the Covert Girls shooting club, which counts Helen Barbour and Olympic shooting hopeful Charlotte Kerwood among its number.
Agency partner Dougal Paver, who is also the chairman of Liverpool Fly Fishers, will work alongside Zambuni at the company's offices off Piccadilly in central London.
He said: "This is a huge sector with a large number of high-end brands interested in reaching those who enjoy the country lifestyle, but there isn’t a single agency in London that specifically serves them.
"Claire and I have a genuine empathy with the whole sector which will translate in to much more effective advice for clients.”
The agency has already recruited its first member of staff, Rowena Macra, an avid fly fisher and game shooter.