Prior to the current economic downturn, we arranged an event for a Danish client, a DIY magazine publisher.

Every year this client spent their entire marketing budget on 1 event (a considerable amount of money).

Every year they organised an event for 150 of their clients plus a number of potential clients and the top performing staff.

Every year they chartered a private jet to carry the group to a mystery destination within a 2 hour flight from Copenhagen

Every year the guests and staff would arrive at Copenhagen with their passport knowing that the day would be full of intrigue, fun and a wow factor.... but they didn't know where or what was going to happen, until it happened!

Over the past 20 years the event has become the talk of the Media industry, an Industry milestone. To be invited on this prestigious annual event was considered an honour. The media coverage and recognition set this company above its peers. The event identified the value of client and staff recognition, creating greater loyalty to the Brand and company.

Powerful stuff, which requires a clear strategy - and on the scale of ths particular customer, a steadfast committment in time and money. But the rewards have been outstanding - hence the  event's longevity in the company's strategy. Any business could copy this idea, on a smaller scale perhaps, yet still have a massive impact on it's reputation.

Could you harness the power of an annual 'Mystery Event' to make your business the 'Talk of the Town'?