Radisson Collection’s Global Art Series

The Radisson Collection Global Art Series, launched in September 2021, aims to deepen the brand's connection to the art scene in each destination where its properties are located. This initiative offers guests curated immersive artwork and creative experiences.

Objectives:

1. Organize events with each artist and secure coverage from top-tier media.
2. Stand out on social media.
3. Partner with artists who have at least 200K Instagram followers to tap into new audiences.
4. Promote new hotel openings and generate content for multiple channels.

Building on its heritage, starting with the Radisson Collection Royal Hotel in Copenhagen designed by Arne Jacobsen in 1960, the series features partnerships with artists to create immersive experiences at iconic locations. Exhibitions last about six months at each property, enhancing guest experiences and promoting new openings.

The campaign partners with emerging and established artists in various mediums, including illustration, photography, sculpture, and botanical art. Artists create works inspired by Radisson Collection hotels, exhibited both in the hotels and on social media. Notable artists include Mr. Slowboy, This Minty Moment, Rich McCor, Minh T, Quentin Monge, Alex Zouaghi, and Studio Mary Lennox.

The series has hosted three major exhibition events, attracting international press and influencers. To date, it has achieved a reach of 250 million, with an advertising value equivalent of €15.7 million and 15 million impressions worth €3.3 million in earned media value. This campaign effectively combines art, social media, and brand promotion to create unique, engaging guest experiences.