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National Gallery launches five year plan to break Chinese market with Shanghai Metro takeover

The National Gallery has successfully taken its licensed output to the Chinese market, having taken over Shanghai Metro Station.

The initiative was launched to mark the start of a five-year strategic plan to build brand awareness and licensing revenue in the market.

In an agreement with Alfilo Brands, a major licensee and retailer with a focus on Greater China, a 30 metre long advertising panel named ‘Cultural and art corridor’ took up residence in Shanghai Metro Station, highlighting some of the greatest paintings in the world.

With an estimated daily traffic of 200,000 people, around six million commuters were exposed to the National Gallery branding over the course of the 30 day campaign.

During the month of June, the National Gallery merchandise was available to buy through the QR codes featured in the display and to coincide with the metro campaign, a series of limited edition National Gallery Metro cards were produced.

Licensed National Gallery merchandise is now being developed and will be sold through online stores, concessions, pop-up shops and immersive shopping experiences across China.

As part of its programme in the region, the National Gallery Company now aims to generate around 100 million brand impressions during the first year and 200 to 300 million during the five year term,

It is estimated that 300,000 Chinese visitors to London visit the National Gallery annually.

“This is one of the most exciting projects I have worked on in my career and I am so excited about the opportunity to diversify the global reach and awareness of the National Gallery. I am looking forward to exploring the potential this campaign has in other cities across China,” said Judith Mather, buying and brand licensing director, the National Gallery Company.

“I am delighted that this marketing campaign has been well received by Chinese consumers. As the exclusive master licensee of the National Gallery in Greater China, we are committed to developing high quality and exquisite lines of National Gallery licensed merchandise and offer Chinese consumer unique shopping experiences,” added Yizan He, CEO of Alfilo Brands.

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent some six years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@bizmedia.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobHutchins3 if ranting is your thing...

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