National Gallery Global Limited, the commercial arm of the National Gallery in London, has appointed PR agency The PHA Group.

The company is set to oversee the gallery’s consumer-facing merchandise and trade licensing public relations activity, while also acting as an agent for ticketed exhibitions and events.

The PHA Group and the National Gallery hope to enhance the visitor experience in the gallery and reach national and global markets, as well as raising awareness of the merchandise in the gallery shops and online.

“We are delighted to be working with The PHA Group,” National Gallery Global Limited head of marketing, Kalwinder Bhogal, said. “As we enter a new period of growth and activity, we sought a dedicated team with strong network connections to deliver a high-impact product placement campaign.

“We were impressed with PHA’s knowledge of the UK’s consumer media landscape and their familiarity with placing products in highly relevant media, as well as their experience with hosting and supporting high-calibre media events. This partnership will be key over the next year as we look forward to a number of exciting events and launches.”

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The PR agency’s brief will include regular press office activity, overseeing publicity for all news announcements as well as supporting with media engagement at events.

The PHA Group head of consumer Suzanna Haysler added: “As a team, we’re passionate about supporting the arts and culture. We’re proud to have been selected by National Gallery Global Limited as they work to grow their presence, and we look forward to supporting such an important institution through our PR focuses.”