The Hidden Garden
Scale Campaign
Twenty One Twelve supports The Hidden Garden in the design and implementation of its marketing strategy, essentially acting as the brand’s outsourced marketing department.
Since 2019, we’ve helped The Hidden Garden establish itself as one of the finest venues at Henley Royal Regatta as well as advising on The Hidden Garden’s growth ambitions. Including supporting their recent events at Berkshire Polo Club, Henley Festival and now, Boodles Tennis.
As an incredibly high-end hospitality experience, The Hidden Garden’s marketing has to be focused and precise. It is important that Twenty One Twelve correctly represents the brand in every aspect of the marketing, from the language and tone of voice of written communications, and the aesthetics of design, video or imagery through to the ticket pricing strategy and the influencers we choose to align them with.
Aim
Aim Fill The Hidden Garden’s luxurious pop-up venues. Build and safeguard the brand.
Results so far:
In 2022, The Hidden Garden enjoyed its most profitable summer season, which included selling out its corporate offering at Henley Royal Regatta, as well as enjoying highly successful pop-ups at Henley Festival and Berkshire Polo Club.
Our Approach
In 2019, The Hidden Garden gave us two months to market their first ever pop-up at Henley Royal Regatta.
The issue?
Due to it being their first ever event, The Hidden Garden had no audience and no imagery.
We had nothing to work with other than our imaginations.
To create a buzz around the pop-up, we decided to focus our efforts on the one advantage The Hidden Garden had over its more established rivals; the founders were local to Henley.
We leveraged this USP by placing the founders – Ollie and Charlotte Coleman in the limelight.
Focusing our marketing on telling the story of two locals, creating a brand new venue at the globally recognised event in their hometown.
Using talking heads and documentary style videos, as well as mood-board imagery, we positioned The Hidden Garden as an exciting, luxurious and high-quality venture.
As an audience began to emerge, we tried to excite them by running a viral competition with the chance to win experiences at The Hidden Garden during the regatta.
By creating the competition as a leaderboard, where people received points for taking certain actions, such as following, liking and commenting on certain posts, referring a friend or forwarding our emails, we generated the following results:
2131 Entrants
Over 2000 people entered the competition, which gave us plenty of data for our email campaigns and created a strong buzz around the brand.
10,000 Competition Views
Over 10,000 people visited the competition page, giving us a 20% on-page conversion rate to entry.
200,000 + Cross-Channel Views
Entrants created over 200,000 views of The Hidden Garden’s content across social media alone.
1,400 New Instagram Followers / 300 Facebook Likes
This increased The Hidden Garden’s social media audience by 7 times its previous amount.
30% of tickets sold / VIP Hospitality Sold Out
We sold 30% of The Hidden Garden’s general admission ticket allocation aim in the two weeks following the competition and 2019 saw VIP Hospitality sell out.
This led to 2019 being a successful first year for The Hidden Garden and the data acquired through the process set us up for further success during 2022.
