Secret events can give brands cachet and an air of exclusivity. Event's special report tells you how to plan and run them, with case studies including Secret Cinema and Cubanisto, together with a round-up of suitable and unusual venues.
The art of subtlety has returned to brand promotion in the form of 'secret events', thanks largely to the power of social media spreading an initially exclusive experience to a mass audience, writes Katie Deighton.
Planning a mystery event? Then you must tease your guests. Five experts share their tips with Katie Deighton.
AB InBev's rum-flavoured beer brand Cubanisto wanted to showcase its personality to consumers in a flagship UK event series.
Event spoke in code to experts as part of a covert operation to find a number of top-secret, under-the-radar and hidden places to host secret events.
Fabien Riggall, founder and creative director of immersive cinematic events company Secret Cinema Presents, revealed to Event this year that the brand...
Few have yet to conquer the emerging secret events scene, but a small elite are making their name. Samantha Edwards gains an insight from the select few.
The demand for audience participation and creativity will be fuelled by advances in technology. Kim Benjamin reports.