The gallery appointed The Partners in 2004 following a review of its brand and communications strategy. It has now tasked the agency with encouraging the public to rediscover the breadth of paintings in its permanent collection.
The revamp will include a fresh visual identity for The National Gallery and the development of guidelines to ensure management decisions are in keeping with its updated brand values.
The activity will include a press and poster campaign running on London Underground, promoting the 2300 masterpieces contained in the gallery's permanent collection. The Partners has also drafted promotional material to support forthcoming exhibitions.
The initiatives are part of a wider strategy being overseen by Danielle Chidlow, head of communications at The National Gallery. Central to the strategy is the opening of the East Wing, which offers a significantly larger space to house the permanent collection.
A cafe and gift shop have opened alongside it, with the entrance to the latter leading directly off a pedestrianised Trafalgar Square.
Chidlow plans to target people who regularly visit the temporary exhibitions and encourage them to view the permanent collection, too.
Last November, the Tate Group handed Fallon the £1m ad account for its four UK galleries. The agency was tasked with refocusing consumer attention on Tate Britain, which has been left in the shadow of Tate Modern.
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