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# Framed Paintings as Billboards?
'The Grand Tour' Brings Art to the Street

By Jamie Coomber | Published 2007-07-21 | Marketing
Source: Trend Hunter, https://www.trendhunter.com/trends/the-grand-tour
References: [thegrandtour.org.uk](http://www.thegrandtour.org.uk/)

London agency, The Partners have developed a rather interesting campaign for The National Gallery entitled `The Grand Tour'. The objective was to [bring art to the streets](https://www.trendhunter.com/trends/craig-karl2) of London in everyday places where people pass by every day to encourage more visitors to the gallery. [HP](https://www.trendhunter.com/trends/smart-tank) have printed and [placed reproductions of classics around areas](https://www.trendhunter.com/trends/paul-anthony-smith) such as Soho and Covent Garden. By visiting the site, users can see where the pieces have been placed. I haven't seen any as yet, but I will be heading to Golden Square this week to check out Manet's `Corner of a Cafe-concert'. Photo by George Stubbs

## Trend Insights (Trend Hunter)

- Score: 3.2/10
- Popularity: 78% | Activity: 9% | Freshness: 8%
- Audience gender: 50% men, 50% women
- Primary generations: Millennial
- Top markets: North America, Europe

## Categories

[Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print)

## Key Themes

### Why This Trend Is Growing

- **Outdoor Art Advertising:** Disruptive innovation opportunity: Explore the use of framed paintings as billboards in urban areas to promote art galleries or cultural institutions.
- **Art Tourism:** Disruptive innovation opportunity: Develop interactive campaigns that bring art to the streets, encouraging more visitors to art galleries and museums.
- **Augmented Reality Art:** Disruptive innovation opportunity: Combine physical reproductions of art with augmented reality technology to create immersive experiences that blur the lines between reality and art.

### Industries Being Reshaped

- **Outdoor Advertising:** Disruptive innovation opportunity: Integrate traditional outdoor advertising methods with art placement to create visually striking and attention-grabbing campaigns.
- **Hospitality and Tourism:** Disruptive innovation opportunity: Collaborate with art institutions to develop art tourism initiatives that attract visitors and enhance the cultural offerings of cities.
- **Technology and Art:** Disruptive innovation opportunity: Leverage augmented reality and other technologies to create innovative art experiences that engage and captivate audiences.

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- [Reimagined Artwork-Based Travel Campaigns](https://www.trendhunter.com/trends/the-art-of-travel.md)
- [Painting Display Campaigns](https://www.trendhunter.com/trends/pointillism.md)
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- [Boundless Art Exhibitions](https://www.trendhunter.com/trends/frameless-experience.md)
- [Food-Inspired Street Art](https://www.trendhunter.com/trends/dish-pics.md)
- [Groundbreaking AR Posters](https://www.trendhunter.com/trends/windooh.md)