National Gallery (London)

Business Profile

Core Value Proposition

National Gallery provides free general admission to its collection and public spaces, with paid exhibitions, supported by memberships, donations, and educational programs to engage the widest possible audience.

Target Customer

{"General public","Families","School groups (primary and secondary, including SEND programs)","Educators and students","Museum members","Donors and philanthropists"}

Key Differentiator

Home to a world-class collection of European paintings with universal access (free admission), extensive learning programs (Roden Centre for Creative Learning), and a mix of free and ticketed exhibitions, plus digital and in-person experiences that deepen engagement.

Implementation Timeline

Value is accessible immediately upon visit (free admission, open daily), with ongoing benefits from memberships, regular exhibitions, and digital experiences

Pain Points

1Need for accessible, inclusive museum experiences (step-free entrances, access information, wheelchair considerations)
2Balancing free public access with the financial sustainability of maintaining a world-class collection and funded exhibitions
3Engaging diverse audiences (families, schools, and individuals) with learning resources and child-friendly programming

Key Features

1Free general admission to the collection and many events
2Paid exhibition tickets (some exhibitions require payment) and membership benefits
3Roden Centre for Creative Learning for schools and family activities
4Audio guides and integration with the Smartify app for information on the go
5Online collection access and digital experiences (e.g., National Gallery Imaginarium, Keeper of Paintings) and family-friendly content

Target Customer Industries

Client Results

1Broad public access to one of the world's great European art collections
2Enhanced educational engagement through school programs and family activities
3Increased donor support and fundraising opportunities to sustain the collection and programming
4Improved visitor experience through accessible facilities, guided tours, and digital tools

Competitive Advantages

1Free general admission ensuring broad public access
2World-class European painting collection
3Dedicated learning spaces and programs for schools and families
4Diverse visitor experiences (audio guides, Smartify, online resources, digital/virtual content)
5Strong support model including donations, Gift Aid, and memberships

Key Benefits

1Free general admission to the collection

2Access to curated and rotating paid exhibitions

3Educational programs for schools and families (Roden Centre for Creative Learning)

4Rich visitor experiences (audio guides, Smartify, digital content)

5Opportunities to support and participate in fundraising efforts

Case Studies & Success Stories

Saved for the nation: Orazio Gentileschi’s 'The Finding of Moses'

Case #1

National Gallery fundraising appeals (NG200) and donor support contributed to securing the painting for public display, illustrating how philanthropy helps preserve and share key works for everyone, forever.

Additional Product Information

Product Description

The National Gallery is a free-to-visit public art museum in Trafalgar Square, London, housing a premier collection of European paintings, with paid exhibitions, memberships, and extensive educational and digital offerings.

Target Market

General public, students, educators, families, schools, donors, and art enthusiasts seeking access to a premier European art collection and learning programs

Unique Value Proposition

Free access to an unparalleled European painting collection combined with robust education programs, family-friendly spaces, and innovative digital experiences that engage broad audiences while supporting the arts through philanthropy

Technical Requirements

Visitor information includes step-free entrances and accessibility details; free WiFi; audio guides; Smartify app availability; photography allowed for personal use unless signs indicate otherwise; cloakroom services with a fee; detailed travel and accessibility guidance available on the site

Pricing Model

General admission is free; exhibitions may require tickets; memberships provide additional benefits; donations are encouraged (Gift Aid available); fundraising campaigns (e.g., NG200) support future programs and acquisitions

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