The Mansion creates exclusive nightlife experiences in secret London locations, revealing the address to guests just 48 hours before each event.
Purple Riot worked with the brand for three years, leading PR campaigns for its annual Halloween and New Year’s Eve parties. Our role was to grow awareness, reach new audiences and drive ticket sales while protecting the secrecy that made the events distinctive.
The secrecy surrounding The Mansion was its strongest hook.
We built each campaign around exclusivity, anticipation and the promise of an experience guests couldn’t find anywhere else, turning the undisclosed locations into a reason to talk about the events rather than a barrier to promoting them.
Across the three-year partnership, we delivered targeted London media campaigns positioning The Mansion as one of the capital’s most distinctive nightlife experiences.
The stories combined secret locations with international DJs, live art, dancers, street food and immersive entertainment, giving lifestyle and culture media plenty to talk about without revealing what made the events exclusive.
Coverage landed across titles including Time Out, Evening Standard, Culture Whisper, Secret London and London Post.
We introduced Spotabl as an extension of The Mansion experience: a dating app designed to move connections beyond the screen and into real-life events.
The launch gave the campaign an additional news angle while creating another way for The Mansion’s audience to engage with the brand before, during and after each party.
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