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The New View At The athenaeum Hotel – The Living Wall

The Athenaeum Hotel

Tasked with generating media buzz surrounding the hotel’s re-launch using the unveiling of the ‘Living Wall’ at The athenaeum Hotel, the luxury London hotel with a big personality, APR coordinated one-on-one editor briefings during the Living Wall build, organised preview briefings with Patrick Blanc (horticulturalist) and arranged a full-page news exclusive with The Evening Standard. APR then hosted a themed ‘Living Wall’ tea on Chelsea Flower Show press day with a presentation by Patrick Blanc that was attended by 22 leading gardening editors. In addition Patrick spoke about the wall at Chelsea Flower Show to members of the RHS. Over 50 pieces of on and offline coverage were generated including full page features in The Times, Evening Standard, Guardian and Independent On Sunday Review and inclusion of the Living Wall in TIME magazine’s 50 Best Inventions of 2009.

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