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National Gallery street marketing

June 27, 2007 at 12:49 by Martina Comments

After the Expedia’s Blue Sky Day, another interesting “art marketing” initiative that involves the National Gallery in London and a brand (Hewlett-Packard). It’s called “The Grand Tour“, it’s a project to bring the art to the streets, to the places where people live and pass by every day in order to encourage Londoners (and tourists) to visit the National Gallery.
All around Covent Garden and Soho (both very close to the National Gallery), HP has printed and placed reproductions of classic masterpieces such as the Head of Saint John the Baptist by Caravaggio (installed close to a sexy shop) or a Botticelli in a covered walkway.
They even placed a museum guard to make sure nobody gets too close to Rubens’ Samson and Delilah.
The concept has been developed by The Partners. You can read more about the initiative on The Guardian, which also features a rich photo gallery.
via Hidden Persuader.

3 Responses to National Gallery street marketing

  1. Dianed says:

    It’s a very good and novative idea from one of the best innovative museum in communication !
    I wrote something about it on my blog :

  2. This is such a great concept becuase you ar ereally forced to look…I don’t know but there is something compelling about classical art juxtaposed (sorry I had to use the word) with dirty buildings and sex shops.

  3. juan says:

    Hi again…
    Really good idea… Art belong to people…its means to street, to daily routine… So why not Art in the street????
    Hello to all marketing passionated.

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