The national gallery embarked on a hugely successful local (relevant) campaign last year, they simply made replica paintings (thanks to HP) and put them up around London. This idea coupled with a nice little website to contextualize them to people who have found them and weren't sure what they were, makes it a solid and popular campaign. The idea was to 'set free' the paintings into the local area and leave the public to enjoy, with a kind of 'check this out, now come in for more' tone of voice, its quite a pertinent reference.
Check the site
It was so successful in fact it was done in york for one of the NPG's satellite sites. Check it.
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