We are always looking for new ideas or clever adaptations of existing ideas on our travels. When we were in Tallinn for the launch of the PR Training Academy in mid-September, we spotted these panels outside the Nordic Hotel Forum.

The hotel is a four star, close to the historicOld Town in Tallinn, with nothing particularly to attract you as you walk past in search of your next coffee. These panels really draw attention to a work of art – which actually makes you stop and look. What do you discover? That Nordic Hotel Forum is one of the main sponsors of this art exhibition in the Estonian Art Gallery.

Companies are always looking for ways to maximise their bang for the buck from sponsorship. This includes displaying their names on promotions and brochures, listing them as sponsors inside venues, creating exclusive opportunities to host private receptions for their clients. Sponsors always try to make sure that they, their employees and their clients, know what they sponsor and why.

These panels were a very clever way of bringing that sponsorship to a much wider audience of people in Tallinn who might, or might not, attend the art exhibition, but who would definitely register the connection with the hotel. A clever use of outdoor space.