CAMPAIGN OVERVIEW
THE BRIEF
The National Portrait Gallery appointed Culture Calling to support the promotion of its Marilyn Monroe exhibition through a targeted digital screens campaign across a network of premium Central London hotels.
The objective was to increase awareness of the exhibition among domestic and international visitors to London, reaching tourists, culture seekers, museum-goers and leisure travellers during their stay in the capital.
By placing the campaign within hotel foyers and reception areas, the National Portrait Gallery aimed to engage audiences actively looking for attractions, exhibitions and cultural experiences to visit during their trip.
THE CAMPAIGN
Culture Calling is delivering a two-month digital screens campaign across a network of nine premium Central London hotels throughout June and July 2026.
The campaign features promotional artwork for the Marilyn Monroe exhibition across digital screens located within hotel reception and lobby areas, providing high-impact visibility among guests staying in key visitor districts including Kensington, Bayswater, Paddington and Westminster.
The activity is targeting a highly relevant audience of domestic and international tourists, culture enthusiasts and museum visitors, reaching them at an important decision-making point as they plan their sightseeing and leisure activities in London.
THE RESULT
The campaign is currently generating ongoing visibility for the Marilyn Monroe exhibition across a network of premium Central London hotels during the busy summer visitor period.
By placing the exhibition messaging directly within hotel environments, the campaign is helping National Portrait Gallery connect with audiences already engaged with London’s cultural offering, including visitors seeking unique experiences, exhibitions and attractions during their stay.
The continued presence across multiple hotel locations is supporting sustained awareness and helping to drive consideration among both UK and overseas visitors throughout the campaign period.
THE SCOPE
| DURATION: | June–July 2026 |
| LOCATION: | 9 Premium Central London Hotels |
| DELIVERABLES: | Digital Screen Advertising |
| TARGET AUDIENCES: | Domestic & International Tourists Culture Seekers Arts & Heritage Audiences Hotel Guests |
| THE PARTNERSHIP: | Following a successful previous campaign for the National Portrait Gallery, Culture Calling was appointed to support the promotion of the Marilyn Monroe exhibition through our digital hotel screens network across Central London. |
