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National Gallery of Canada promotes Renoir exhibit

The National Gallery of Canada, located in Ottawa, has begun a campaign to promote an exhibition called “Renoir Landscapes.” The campaign, developed by Kaboom-LXB, uses the tagline, “Renoir is in Town.” The campaign included a false front page of Le Droit done in the style of 1875 and displaying a Renoir work. Promotional workers in period costumes distributed copies of The Ottawa Citizen with a similar page. Television, radio and Web advertising are also in use. “From a creative point of view, [the campaign] really translated the simplicity, beauty and poetry of this great master impressionist’s works,” said Pier Lalonde, senior creative director at the agency. “From TV to fake newspapers, radio and other media, the campaign reaches citizens and visitors with its simplicity and the desire to discover more.”

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