Case Study
National Portrait Gallery & BT

Throughout the 2012 Cultural Olympiad, Flint was engaged by the telecoms business BT to manage media relations for the brand’s sponsorship of the National Portrait Gallery’s Road to 2012 photographic exhibition programme, the largest commissioned project in the gallery’s history.

The exhibition programme was supported by a UK-wide tour, with pop-up, open-air BT Road to 2012 photographic exhibitions taking place in the city centres of Cardiff, Edinburgh and Birmingham, along with a further series of site-specific satellite shows entitled Facing East taking place across East London.

Flint’s extensive promotional remit included managing all local and regional press activity around the National Portrait Gallery’s touring exhibition and off-site activities, coordinating a diverse range of local authority delivery partners and project stakeholders, directing media schedules for a portfolio of high-profile Olympic and Paralympic BT brand ambassadors, on-site event management and audience development. The UK tour culminated in the official opening of the BT Road To 2012 exhibition at the National Portrait Gallery in London by HRH The Duchess of Cambridge.

The promotional campaign directed by Flint delivered extensive local, regional, national and international press coverage, with 150 pieces of coverage across print, broadcast and digital media providing over 460 million opportunities to view.  A rolling programme of tightly focused local and special interest press campaigns accessed a diverse range of audiences, driving active participation with the touring exhibition across a broad demographic spectrum.

Having succeeded in significantly raising public awareness of BT’s participation in the Cultural Olympiad and maximising the promotional investment in the brand’s sponsorship of the programme, the campaign was awarded Gold for the Best Arts and Culture Partnership at the Corporate Engagement Awards 2012.  On completion of the campaign, Flint was appointed on a retained basis to provide strategic communications consultancy for BT’s ongoing cultural sector activity.


“Flint provided creative, solid and committed support for the media campaign for the BT/National Portrait Gallery Road to 2012 Project. They worked in partnership with the Gallery’s press team and sustained highly effective coverage across a huge range of titles embracing sports, specialist and news across print, web and broadcast outlets. In carefully targeting media, Flint liaised closely with the Gallery’s press team, picking up the concept of the Project quickly and running with it. They also exploited media potential for some of the untapped stories behind several of the many sporting sitters. They were enthusiastic and efficient in updating us with coverage on a regular basis and worked in tandem with the Gallery’s in-house press activities for the Project with sensitivity and professionalism throughout.”
– Neil Evans, National Portrait Gallery


Image Credit: HRH The Duchess of Cambridge (detail), Courtesy of BT and National Portrait Gallery


Case Studies