The Grove Hotel hosted a ‘Summer of Discovery’ in a new experiential campaign, featuring Luxury car brand Discovery and Everyman built around headline sponsorship of its Secret Garden outdoor cinema.
UK cinema advertising contractor Pearl & Dean and media agency Hearts & Science secured an exclusive experiential partnership between Discovery, Everyman Cinema and The Grove Hotel, a five-star retreat set in 300 acres of Hertfordshire countryside.
Between July and September 2023, The Grove Hotel hosted an exclusive ‘Summer of Discovery’ experience for residents and guests. This included the first-ever headline sponsorship of The Grove’s “Secret Garden” on-site pop-up outdoor cinema, which has been presented by Everyman since 2019, where guests enjoyed a fantastic curation of classics and Oscar-nominated favourites such as “Pretty Woman,” “Mamma Mia” and “Everything Everywhere All at Once.”
The headline sponsorship included on screen content from Discovery ahead of all “Secret Garden” screenings. Discovery also supplied a fleet of vehicles to the site for the summer. To celebrate the end of a magical summer, Discovery hosted a special Gala evening on the 27th of August, where guests were treated to a banquet of barbeque delights, followed by a screening of Top Gun: Maverick and a spectacular firework display.
Highlight activities included a hot air balloon adventure over Hertfordshire, an adrenaline-fuelled day full of outdoor activities for all the family which included archery, tree climbing, and axe throwing, as well as a series of an exciting 30-minute driving experiences.
Catherine Ferguson, Head of Agency Strategy at Pearl & Dean, said: “This special partnership really showcases the power of experiential in cinema. By partnering with Everyman and The Grove and featuring Discovery we have been able to create a deep and meaningful connection with a luxury and engaged audience resulting in a long-lasting impression for the brands.”
Rachel Peace, Managing Director at Hearts & Science, said: “We are always focused on developing creative ways to help brands get closer to their desired audience with real authenticity. The Summer of Discovery is a fantastic example of how brands can deliver modern luxury and elevated experiences for every guest who stayed at The Grove.”
Adam Reynolds, Head of Brand Partnerships at Everyman, said: “It is wonderful that we were able to bring our Secret Garden outdoor cinema event back to The Grove this summer, adding to hotel guests’ unforgettable stay. We are thrilled to have built on the success of last year, especially with having Discovery as our first headline partner, which showed the huge opportunities there are for brands and outdoor cinema in an exclusive setting.”
About Pearl & Dean
Pearl & Dean is the UK’s best-known cinema advertising contractor. Representing a wide range of cinemas, with multiplex chains offering landmark locations throughout the UK & Ireland including Showcase, Empire, Movie House, and Omniplex sites. Its iconic theme tune, Asteroid, evokes an instant aroma of popcorn and fun.
Pearl & Dean also represents the majority of the independent exhibition sector, with a portfolio of quality circuits such as Everyman, The Light Cinemas, Scott Cinemas, Northern Morris and WTW Cinemas as well as independently operated cinemas, drive-in cinemas and outdoor experience cinemas like The Luna Cinema, each offering individuality and often a specialist audience.
Pearl & Dean’s cinemas offer a varied schedule of programming – from the latest blockbusters through to classic and art-house movies to alternative content such as live opera or concerts. All of this enables Pearl & Dean to offer advertisers precise targeting of either specific demographics or the population as a whole, in an environment where advertisers can showcase brands to a relaxed and captive audience.
About Hearts & Science
Hearts & Science, an Omnicom Media Group agency, is a global marketing communications network built to disrupt the industry with a future-facing approach to media planning and investment.
Launched in New York in 2016, Hearts & Science currently has 43 offices around the globe serving the world’s leading brands across a broad spectrum of categories – including automotive, biotech, beauty, CPG, entertainment, fashion, financial services, health & fitness, travel & hospitality and telecom.
Everyman is redefining cinema. Bringing an innovative lifestyle approach to their venues, where you swap your soft drink for a nice glass of red wine and slice of freshly made pizza served to your seat. There are currently 38 Everyman cinemas across the UK. Created to deliver a warm and friendly atmosphere, with an excellent food and drink selection and fantastic customer service.
Discovery makes every day exceptional. Luxury SUVs with up to seven seats for the modern family, each with unrivalled versatility. Discovery provides comfort and connectivity for everyone, with human-centred design and technology as uncompromised as its space and practicality.
As part of a sustainability-rich vision of modern luxury by design, Discovery Sport is available as an electric hybrid. The Discovery brand is underpinned by Land Rover – a mark of trust built on 75 years of expertise in technology, vehicle architecture and world-leading off-road capability.
Delivering ingenuity since 1989, Discovery is designed and engineered in the UK and sold in 121 countries. It belongs to the JLR house of brands along with Range Rover, Defender and Jag