Media Hype for a New Series of Events - Seven Paintings by Flemings Hotels

What does it take to turn a classic city hotel into a hotspot in a metropolis like Munich or Vienna? Bold hoteliers, an immersive dining concept, and successful storytelling. This is how the success story of Flemings Hotels can be described, as they were the first to bring the culinary sensation Seven Paintings, originally from Dubai, to Europe.

Seven Paintings is a multisensory dining experience that takes guests on a culinary journey through seven famous paintings. With each course, a masterpiece by a world-renowned artist is introduced. Featuring works by Michelangelo, Banksy, Pablo Picasso, Jackson Pollock, Andy Warhol, Salvador Dalí, and Vincent van Gogh, Seven Paintings tells a unique story that makes the guest a part of the experience. In addition to illusions and 3D animations, there’s painting, spraying, interacting, and enjoyment with all the senses.

To ensure the European success of Seven Paintings, Flemings hired the agency Wilde Partner. The goal: to create such a massive media buzz from Munich for a show that few people had heard of, so that the concept could then be gradually expanded to other Flemings Hotels locations.

Wilde Partner organized and supported the European premiere at the Flemings Hotel Munich-Schwabing, which was reserved for an exclusive list of guests. To introduce the previously unknown dining experience and generate excitement for the European premiere, Wilde Partner engaged in intensive, personal dialogue with media professionals. This effort was supplemented by press releases. Additionally, Wilde Partner successfully pitched individual Seven Paintings dinners to other journalists at the Flemings Hotel Munich-Schwabing. Media and influencer collaborations further boosted brand awareness.

Thanks to the success in Munich, Flemings Hotels and InterDine brought Seven Paintings to Wuppertal, Vienna, and Frankfurt. In Wuppertal and Frankfurt, Wilde Partner focused on individual journalist pitches, press releases, and partnerships. The approach for the Austrian premiere at Flemings Hotel Vienna-Stadthalle was different—Wilde Partner once again organized and supported a gala dinner, which attracted significant interest from both local and national media outlets.

Additionally, Wilde Partner coordinated and supported a TV shoot for Galileo. In the ten-minute segment, Galileo host Matthias Fiedler thoroughly tested the immersive dinner at Flemings Hotel Munich-Schwabing.

The PR campaign exceeded all expectations. In a very short time, a true buzz was generated around Seven Paintings. Between October 2023 and May 2024, Wilde Partner successfully engaged 37 journalists to visit Seven Paintings at Flemings Hotels through effective media relations. This resulted in 11 print and 28 online articles, as well as two TV features, with a total advertising equivalent value of approximately €923,000.
Highlights include coverage in Bunte, Falstaff, Kronen Zeitung, Bild, Münchner Merkur, TZ, Abendzeitung, Westdeutsche Zeitung, Radio Gong, Vienna.at, and Signature Magazine, along with a ten-minute feature on Galileo, which is also available on YouTube.
Through the PR campaign, Wilde Partner significantly increased the brand awareness of Flemings Hotels in the German-speaking region. For many of the journalists, this was their first visit to a Flemings Hotel, resulting in a substantial image boost for the hotel group.