Meet the locals

National Portrait Gallery


The challenge

National Portrait Gallery needed a targeted brand campaign in order to attract more overseas tourists to the National Portrait Gallery. The solution needed to encourage visitors to look beyond London’s usual tourist hotspots and target overseas tourists who would be attracted by the Gallery’s more intimate, personable, story led experience.

The solution

Built on the idea that there is no better way to immerse yourself in another country, city or town than to ‘meet the locals’. Our campaign helps visitors to discover the National Portrait Gallery’s permanent collection, encouraging visitors to pop by and meet McCartney, chill with Churchill or hang with Hockney, uncovering the authentic real stories of the residents of the Gallery and come face to face with the people who have shaped the nation.