Reinforcing The athenaeum Hotel’s positioning of being the most family-friendly hotel in London, APR approached The Walt Disney Company and proposed a partnership to run during the school summer holidays. Ahead of the release of the Disney animation ‘Winnie The Pooh’ The athenaeum Hotel launched a honey-themed afternoon tea made with honey from Regent’s Park. Honey themed spa treatments were also available in the hotel’s spa – press were invited to trial the tea and spa treatments. In addition, a Winnie The Pooh themed playroom was opened which was curated especially by Disney. APR organised a press and Mummy bloggers event to launch the playroom which then remained open for two months. Online and offline coverage was generated in 50+ publications.