Winner: 2017 Emcees Award for The National Gallery project

Out of hundreds of nominations and 19 shortlisted entrants, and 8 organisations from across the UK have won 2017 Emcees Awards. The National Gallery and The Flower Council of Holland have won the UXB London 2017 Emcees Arts & Culture Award for the Best use of Digital Channels. Winners were announced on Thursday 4th May 2017.

Flowers bring art to life
The National Gallery Dutch Flowers Flower Council came on board as a supporter of The National Gallery's Dutch Flowers exhibition in the Summer of 2016 to be able to use this collaboration as a platform for brand. The project, in the form on a live floral installation, was such a success, The National Gallery entered it into the Emcees Arts & Culture Awards for the Best use of Digital Channels.

The shortlist for the UXB London Award for Best use of Digital Channels were:

  • Royal Academy of Arts – Virtually Real (Royal Academy X HTC Vive)
  • The National Gallery – Dutch Flowers & The Flower Council of Holland
  • The National Brain Appeal – A Letter in Mind

UXB London Award
In terms of criteria, all the awards were judged on the basis of how they showed evidence of having winning campaigns, and partnerships that showed strong evidence of having:

  • A donor-centred approach
  • A strong underlying strategy
  • An innovative or creative approach to engaging prospects and supporters

The judges commented that the campaign showed "excellent use of platforms and engagement and good statistics. It was a responsive campaign with a short deadline, and they successfully achieved their ambitions."

Chanel de Kock, UK Marketing Manager for the Flower Council says: "We are honoured that The National Gallery chose our project to be entered into this year's award and it is an absolute pleasure to share this success with such an internationally recognised establishment as The National Gallery."

"The visual impact of this campaign created a lot of interest across all social media channels and drove traffic to the 'Dutch Flowers' exhibition. We felt the campaign was unique and therefore 

decided to enter it for an award. There was a marked increase in the visitor numbers to the exhibition over the weekend of the display and the support of was instrumental in bringing this exhibition to life."  -Sarah Cook, Head of Corporate Sponsorship, Maternity Cover, The National Gallery.

About the Dutch flowers installation
The giant installation for that brought art to life in Trafalgar Square had almost 30 florists working for two days straight, 100 blocks of Oasis florist's foam, nearly 30,000 flower stems of 26 different varieties in 37 different colours to recreate Bosschaert's Dutch masterpiece, A Still Life of Flowers in a Wan-Li Vase. The installation stood 8.2m from the ground - the equivalent height of two double decker buses!

Read the article here.

Watch the video here.

Read the firsts release here.

Read the Case Study on The National Gallery's site here.

About The National Gallery
The National Gallery houses one of the greatest collections of paintings in the world.
Located in London's Trafalgar Square, the Gallery is free to visit and open 361 days a year.
The National Gallery Collection comprises over 2,300 paintings in the Western European tradition from late medieval times to the early 20th century by artists including Botticelli, Leonardo, Titian, Rembrandt, Velázquez, Monet, and Van Gogh. The Gallery is also a world centre of excellence for the scientific study, art historical research, and care of paintings from this period.
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About the Management Centre (=mc)
=mc was established in 1988. Since then it’s grown to become a fundraising and management consultancy working exclusively for ethically-driven organisations worldwide. 
=mc established the National Arts Fundraising School in 1989 and since then it has grown to become the UK’s best known fundraising training programme exclusively for the arts and cultural sector. More than 1,200 museums, galleries, theatres, festivals and dance companies have benefited from the School and the learning has helped alumni to raise over £200m for their organisations.
More at =mc at 
More about the National Arts Fundraising School at