Throughout summer to celebrate warmer days and nights, Everyman Cinema helped The Grove Hotel host its “Secret Garden” event. The partnership was secured by UK cinema advertising contractor, Pearl & Dean, and media agency, ‘Hearts & Science’. Alongside a series of outdoor cinema screenings, various outdoor activities were held, courtesy of car brand, Discovery.

Everyman Cinema, renowned for its luxury viewing experience, hosted open-air screenings throughout July and early September for The Grove Hotel’s on-site pop-up, “Secret Garden”. The event series took full advantage of the longer and warmer summer evenings as the five-star hotel has a large outdoor space in the Hertfordshire countryside perfect for a cinema.

Guests and diners of the hotel could attend the pop-up as part of their stay, but tickets were also open to the general public. Attendees could watch classics like Pretty Woman, Mamma Mia!, and Notting Hill. Or see Oscar-nominated releases such as Elvis by Baz Lurhmann and Everything Everywhere All at Once, under the stars.

Headline partner for the ‘Summer of Discovery’, was car brand, Discovery. Discovery content played ahead of all screenings, and the brand name could be seen on the fleet of vehicles which they supplied to the site. As part of the ‘Summer of Discovery’, Discovery hosted a gala at the end of August. An evening consisting of a barbeque, a screening of Top Gun: Maverick, and a finale fireworks display.

Other highlight activities included a hot air balloon ride above Hertfordshire, a day of outdoor activities like archery, tree climbing, and axe throwing, and a series of 30-minute driving experiences.

Speaking on the partnership, Rachel Peace, Managing Director at Hearts & Science, explained: “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.”

The event creatively combined different, but complementary luxury experiences to position the Everyman Cinema and Discovery brands at the heart of consumers' summer memories.