Shortlisted for A&B Cultural Branding Award, 2009
The opportunity
Excellence and creativity are at the heart of BP’s partnership with the National Portrait Gallery. The internationally renowned BP Portrait Award, one of the Gallery’s most popular annual events, is a powerful showcase for BP’s investment in the arts, demonstrating its cultural and social commitment to millions of people. The association with BP enables the National Portrait Gallery to promote the Award on a grand scale with a marketing reach of 40 million people as well as increasing access to the exhibition through making free admission possible.
The impact
The BP Portrait Award, now in its 19th year, has become a high-profile platform for both the gallery and BP, firmly entrenched in both identities. BP was cited as a named sponsor of the Award in 112 separate press articles, boosting BP’s reputation beyond the business pages. The Award ceremony allowed BP access to VIPs, business leaders, cultural leaders, journalists and opinion formers. The partnership is set to grow even stronger in the future with the new plans leading up to 2012.
"BP is proud to support the BP Portrait Award and align our brand with an award that celebrates innovation and excellence. Our partnership with the National Portrait Gallery embodies the BP brand values and promotes these to a large and global audience." Ian Adam, Director, UK Social & Community Affairs, BP