It has commissioned start-up ad agency Albion to create a one-month Christmas press and poster campaign using the line: 'You are Father Christmas. Every purchase supports the National Gallery'. Albion was founded by Jason Goodman, previously the founder of digital agency Tribal DDB.
The campaign aims to alert customers to the fact that every purchase in its trading activities supports the gallery, persuading consumers to spend more at its shops, cafes and restaurant. It marks a departure from the gallery's previous activity, which has focused on promoting temporary paid-for exhibitions.
Julie Molloy, managing director at The National Gallery Company said visitor numbers for 2002 were likely to drop from 4.85 million last year to 4.4 million.
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