Brand Owner: Hewlett-Packard
Date: June to September, 2007
Agencies: The Partners, Digit Icon Display, Antenna Audio Electronic Print Services, Nielsen Bainbridge, Simon Robinson and Son Framing
Media Owner: National Gallery
Media Channels : Out of home, PR
This is a tale of two marketing challenges uniting for mutual gain. The National Gallery wanted to reposition itself as a rich emotional experience for all, while HP wanted to let everyone know about the quality of its print and scanning products.
HP had been a technology partner of the National Gallery since 1998 and this year took this relationship a stage further by recreating the Grand Tour.
The Grand Tour was a trip -- the ultimate destination was usually Italy -- that young English aristocrats took to broaden their horizons and the 2007 edition brought the concept to central London, taking some of the great artworks from the National Gallery to the streets of Soho and beyond.
The partnership took reproductions of these iconic images and mounted them in classic gallery frames across London, complete with information cards. In all, 44 gallery paintings were reproduced at full size and hung around central London for 12 weeks.
Artists such as Caravaggio and Constable were introduced to a wider audience, and thanks to the latest digital print technology from HP, they were reproduced at the best possible quality.
The images were mounted in locations that had been specially selected for their relevance to each picture with sites donated by building owners.
The project also took on a digital element with an associated website, which provided information on locations, downloadable notes, walking tour route suggestions complete with where to stop for a snack, and an audio commentary on each picture. Feedback and images taken by the general public posted to a Flikr account add an element of digital interactivity to the online project.
The campaign has attracted a host of publicity with articles running in U.K. national publications as well as garnering coverage in the U.S., New Zealand and Brazil. More than 26,000 maps were picked up the National Gallery in the first two days of the project.
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Cream is a U.K.-based magazine owned by C Squared Communications aimed at highlighting the best in creative media worldwide. All media ideas are part of C Squared's Creative Media Database. csquared.cc