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National Gallery continues to drive audience reach in China

Recent activity with Alfilo Brands for International Museum Day helps grow reach to new digital audiences.

The National Gallery Company is continuing to raise awareness and expand its reach to new digital audiences in China, having teamed with master licensee Alfilo Brands for activity to tie in with International Museum Day.

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

Wechat is China’s largest multi-purpose messaging, social media and mobile payment app with one billion active monthly users, while Weibo has 516 million monthly active users.

In addition, the National Cultural Heritage Administration activity included over 20 domestic museums in China and four international museums – The Metropolitan Museum (New York), The Museum of Fine Arts (Boston), the V&A (London) and the National Gallery (London) – sharing short videos with #internationalmuseumday on Weibo. This year’s themes were Diversity and Inclusion and the healing power of art during the COVID-19 pandemic.

“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,” said Judith Mather, buying and merchandise director at the National Gallery Company. “The timing of these digital initiatives has been key to continue getting the messages out about the National Gallery to high audiences.”

Frank Qiu, ceo of Alfilo Brands, added: “It’s a great pleasure to collaborate with National Gallery for celebrating the second International Museum Day in China.”

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