The Athenaeum utilises Pinterest to engage guests in run up to Chelsea Flower Show

I’ve been waiting for a few months now to discover a hotel being really proactive in their Pinterest use, and using the latest social platform to interact with guests in a unique and initiative way.  My wait is now over and I’ve found a great example – and it’s congratulations to The Athenaeum Hotel in London with this fun and interactive campaign, based around one of the big London events.

On 19th May The Athenaeum Hotel will launch an ‘Urban Gardens’ Pinterest competition that will run until the end of ‘Chelsea Fringe’ – the new ‘festival of flora’ which aims to spread some of the excitement and energy around gardens and gardening in the run up to RHS Chelsea Flower Show. The creator of the winning ‘mood board’ will be awarded Evergreen Tea for two at The Athenaeum.

As London starts to turn green in the run up to RHS Chelsea Flower Show, tourists and locals will once again witness giant floral displays and visual tributes to the annual horticultural show appearing around the capital. Installations, events and experiences, exhibits, talks and walks will also take place thanks to ‘Chelsea Fringe’ – a new initiative that will run alongside the historic show.

The Athenaeum Hotel, who’s Living Wall was installed three years ago in conjunction with RHS Chelsea Flower Show, would like to encourage users of Pinterest to capture this activity and to ‘pin’ the best horticultural happenings for all the world to see!

Tim Richardson, the Chelsea Fringe Festival Director and Gardening Writer, says; “The living wall at The Athenaeum Hotel is living proof that Urban Landscape projects can be beautiful, glamorous and cutting edge.This project is a great opportunity to showcase everything that is being achieved in this area across the capital whether they are fringe projects or not. Good luck to everybody who enters, enjoy pinning!”

The Athenaeum Hotel will upload it’s own set of images on to Pinterest to help inspire participants and will ask entrants to tweet their boards with the hashtag#AthenaeumUrbanGardensCompetition.

The hotel’s General Manager Simon Wakefield will select the mood board that he feels best portrays the transformation of London and the creator will be sent a voucher for the award-winning Evergreen Tea for two people at The Athenaeum.

Simon Wakefield, General Manager of The Athenaeum Hotel says; “London is such an exciting place to be in the run up to RHS Chelsea Flower Show and the ‘Chelsea Fringe’ is a welcome addition for Londoners and tourists alike. We hope our competition will capture some of the action for as many people as possible to see. Our Living Wall continues to amaze and excite guests and passers-by – it is definitely a breath of wilderness in the midst of a city, which is what this competition and the ‘Chelsea Fringe’ are all about.’

The Living Wall at the athenaeum is a unique architectural landmark that has transformed the streetscape of Piccadilly; the outdoor living tapestry represents a fusion of the hotel with its Royal Parks environment – bringing the outside in. Three years after it was installed it is in full bloom and has become a valuable shelter for biodiversity. Highlighting the hotel’s participation in making London a greener place, it adds nature to the daily life of not only hotel guests but of London’s residents alike.

A lot of hotels have started to use Pinterest, but mainly to load their photos of the property onto the Pinboard – some of the efforts I’ve seen tend to tick a box to say “we’re on Pinterest” rather than be a true interactive contribution.  This is the first intuitive and interactive hotel promotion using Pinterest I’ve seen and it will be interesting to see how popular the campaign is.



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