Art at Mint Hotel
We have worked with contemporary hotel group, Mint Hotel (the rebranded City Inn) for 18 months to promote their six hotels in Bristol, Glasgow, Birmingham, Westminster, Manchester and Leeds. At the heart of Mint Hotel’s brand is its commitment to the arts about which the company’s founders and directors are passionate, creating partnerships and supporting arts organisations in the cities in which each is located.
With more than 20 years’ experience of working with arts organisations we were asked to make more of Mint Hotel’s commitment to culture. We have developed media campaigns for several of the arts partnerships, exhibitions and events that Mint has supported, including
Northern Ballet, Opera North and Light Night, expanding the company’s profile into consumer lifestyle, cultural and listings media. We managed a new partnership between Mint Hotel and the Northern Art Prize which, in its second consecutive year, has been extended to work in collaboration with Welcome to Yorkshire and Sky Arts. Mint Hotel regularly supports local artists, using its public areas as exhibition galleries.
For one exhibition in Manchester we generated more than twenty pieces of coverage in media within which Mint Hotel would rarely feature including Metro newspaper and BBC Manchester online.
In summer 2010, the tenth anniversary of the Glasgow hotel, we set up a mutually beneficial partnership with the Glasgow Herald. With access to the daily newspaper’s picture archive, we worked with curator Yvonne Carmichael to create an exhibition that charted the changing urban landscape alongside the River Clyde where the hotel is located. The partnership resulted in a double page spread, an interview with Mint Hotel Co-founder and chief executive David Orr, a reader offer and a private view of the exhibition. The success of this project was measured not just in column inches but by the universally positive response from guests at the hotel.
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