Tate launches live weather updates using classic art

Tate Britain is to partner with CBS Outdoor to broadcast live weather forecasts across the London Underground network using relevant works from the gallery’s collection.

The activity – dubbed TateWeather – will consist of bi-weekly bulletins and kicks off today (28 November) with a campaign running across 19 stations around the Capital.

Each update will contain weather images reflecting the conditions outside projected on the platforms of London Underground stations using CBS Outdoor’s XTP network, and will encourage users to engage with the campaign running with the hashtag #tateweather.

Claire Eva, head of marketing at Tate, says the gallery is launching the campaign to encourage Londoners through its doors after its recent renovation.

She says: “We have never run anything like this before, but we are expecting to see memorable pieces of art shown to Londoners in an engaging way while also delivering useful information and updates.”

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