National Gallery Expands Reach in China

New digital audiences were reached through International Museum Day.
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License Global

May 23, 2020


The National Gallery Company and master licensee Alfilo Brands are furthering their reach to new digital audiences in China following their successful initiatives on International Museum Day.

“We are delighted to be embarking on our next phase of expansion in China with Alfilo Brands, building on the success of the metro and outdoor campaigns and pop-up shops,” says Judith Mather, buying and merchandise director, National Gallery Company. “The timing of these digital initiatives has been key to continue getting the messages out about the National Gallery to huge audiences.”

The May 18 celebration marked launches and activity on the National Gallery’s official social media accounts, Wechat and Weibo, bringing new content to approximately 1.5 billion monthly users.

“It’s a great pleasure to collaborate with National Gallery for celebrating the second International Museum Day in China,” says Frank Qiu, chief executive officer, Alfilo Brands. “We have launched several campaigns on Chinese media

platforms, hoping that art brings comfort to people during the global pandemic. We will continue to embrace the internet and create breakthrough innovation in order to deliver the essence of classic European art to Chinese consumers and give a contemporary interpretation. We will also continue to empower our business partners to increase awareness of the National Gallery in China. More exciting things are to come in 2020-2021!”

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