London, UK, 18 April 2023 – The commercial arm of the National Gallery in London, National Gallery Global Limited, has appointed leading independent PR agency, The PHA Group, to oversee consumer-facing merchandise and trade licensing public relations activity.
National Gallery Global Limited generates income for the National Gallery through a number of commercial operations including running the Gallery’s cafés and restaurant, its shops in the Gallery and online, publishing books, licensing images worldwide and hiring spaces for entertaining. The Company also acts as the Gallery’s agent for ticketed exhibitions and events and runs the National Gallery Membership Scheme – all to enhance the visitor experience in the Gallery and effectively reach national and global markets beyond the Gallery.
The appointment of The PHA Group is to raise awareness and positioning of the merchandise in the Gallery Shops and online, and to continue to develop the retail outlets as preferred shopping and gifting destinations. The full merchandise range includes National Gallery books and related art books, prints and custom prints, homewares, collectibles, clothing and accessories, stationery and children’s products, for both Gallery exhibitions and the permanent collection. Activity from the Gallery global licensing programme will also be promoted to the licensing trade.
The PHA Group will deliver an awareness-raising PR brief, including regular press office activity, overseeing publicity for all news announcements as well as supporting with media engagement at events.
Kalwinder Bhogal, Head of Marketing at National Gallery Global Limited, said: “We are delighted to be working with The PHA Group. As we enter a new period of growth and activity, we sought a dedicated team with strong network connections to deliver a high-impact product placement campaign. We were impressed with PHA’s knowledge of the UK’s consumer media landscape and their familiarity with placing products in highly relevant media, as well as their experience with hosting and supporting high-calibre media events. This partnership will be key over the next year as we look forward to a number of exciting events and launches.”
Suzanne Haysler, Head of Consumer at The PHA Group, said: “As a team, we’re passionate about supporting the arts and culture. We’re proud to have been selected by National Gallery Global Limited as they work to grow their presence, and we look forward to supporting such an important institution through our PR focuses.”
