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The National Gallery Grand Tour Campaign

Award: Black Pencil

Black Pencil / Poster Advertising / Poster Advertising Campaigns / 2008

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.

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