The National Gallery Grand Tour Campaign
The problem: How do you inspire a modern audience to visit the National Gallery? The solution: Take the paintings to the public. After a year and a half of planning and production, the gallery experience was recreated at 44 sites around central London. Exact reproductions of Old Masters were framed and hung on walls for 12 weeks, in locations chosen to complement or contrast with each painting. Just like the real gallery, an information plaque was placed next to each image. Inspiring commentary by gallery experts was accessible by phone or podcast. A website supported the campaign with themed tours (the lovers’ tour, the heavy hitters tour), maps, audio commentary and photosharing. The Grand Tour is now visiting other cities.
- Poster AdvertisingPoster Advertising Campaigns
Year
- 2008
Country
- United Kingdom
Art Director
- Greg Quinton
- Jim Prior
Copywriter
- Jim Davies
Design Director
- Robert Ball
Designer
- Jay Lock
- Paul Currah
- Kevin Lan
Project Manager
- Donna Hemley
- Andrew Webster
Branding Agency
- The Partners
Website
- Digit London
Client
- Hewlett Packard
- The National Gallery
Brand
- The National Gallery
The problem: How do you inspire a modern audience to visit the National Gallery? The solution: Take the paintings to the public. After a year and a half of planning and production, the gallery experience was recreated at 44 sites around central London. Exact reproductions of Old Masters were framed and hung on walls for 12 weeks, in locations chosen to complement or contrast with each painting. Just like the real gallery, an information plaque was placed next to each image. Inspiring commentary by gallery experts was accessible by phone or podcast. A website supported the campaign with themed tours (the lovers’ tour, the heavy hitters tour), maps, audio commentary and photosharing. The Grand Tour is now visiting other cities.
