Came across this promotion while staying at the LM Picadilly (great hotel, btw). Its called Unlocking Art and I was told by the Concierge that LM was offering free passes to art exhibitions at the Tate Museum. Other LMs in other cities were partnered with local modern and contemporary art museums (special thanks to SPG Champion for confirming the program and providing link). Almost 50 hotels are participating in the program (only 2 in NA, though). A writeup (directed to my attention by SPG Champion and colleague) about the program was published today and can be found here. I had intended to go to the Tate Modern to see Ai WeiWei's sunflower seeds, but this offered me a chance to see another exhibition - Gabriel Orozco, with Joan Miro beginning April 14th. To get the card, I asked at the Concierge who gave me the Corporate Member card (had to guarantee its return with a deposit note for 50 pounds- billed only if you do not return the card). Personally, its a great program as I do try to visit museums and galleries where ever I go.