In 2013, Annabel’s celebrated its 50th Anniversary as one of the world’s leading, if not most famous, nightclubs

In February 2013, Mission was challenged to make the year beyond special. With a raft of new clubs recently opening in London, Annabel’s needed to regain its position as London’s most exclusive destination. Mission suggested a strategy that would deliver on four key elements; Heritage, Quality & Entertainment, An Icon and Fame.

Heritage
Mission procured a social historian to write a history of the club. This followed through to an exhibition of iconic celebrities and socialites in the club, co-hosted with the editor of Tatler

Quality & Entertainment
For five nights in one week the club entertained its members for free with music from every decade since the clubs opening including Lulu, Brian Ferry and the Gypsy Kings. The club showed it could entertain its members and was still the destination of choice for London’s society
Mission also secured Lady Gaga to perform in December 2013, as part of a partnership with the club and Belvedere Vodka, an event attended by a raft of A-list celebrities and London influencers

An Icon
Mission secured positioning pieces in key titles to re-enforce Annabel’s iconic status. Pieces included the cover and a substantial piece in The Sunday Times News Review and large articles in multiple national and international titles

Fame
Mission conceived, and is currently delivering, a short feature documentary on the Club. Mission secured Ridley Scott to executive produce the film that will be showcased at the film festival season in 2014. The film will be premiered to Members in early 2014 and will re-enforce the club’s iconic status and bring it a larger international audience