The Museum of London has appointed retail agency Neat PR to handle the PR for its shop.

The agency has been briefed to raise awareness and help drive sales from the redesigned retail webshop, which launches next Wednesday. The team will also highlight the diverse range of products in the shop leading up to Christmas.

Neat will target a variety of media, with a particular focus on Christmas 2012 gift guides and reviews.

Andrew Marcus, press and PR manager at the Museum of London, said: “Our vision is to create a revitalised, world-class museum. One of the ways we will achieve this vision is to act more commercially as an organisation.

“Over the past few years the Museum of London shop has gone from strength to strength. Now, as we build on this success, it is the perfect time to be working with Neat PR to increase awareness of our superb retail offer, and ultimately generate sales in the lead up to the opening of our new feature, the Doctors, Dissection and Resurrection Men exhibition and the Christmas shopping period.”

Duncan Sanders, group retail manager at the Museum of London, said: “From day one, Neat PR hit the ground running, their enthusiasm and creativity is exactly what we want.

“Our in-house team is committed to buying the right products for our customers – products which represent the best of the Museum and its amazing collections. We look forward to sharing our passion for London with even more people.”

Hilary Frohlich, director at Neat PR, said: “I am delighted to have the opportunity to shout loud about The Museum of London shop, a retail destination full of fascinating and exciting products.

“The Museum of London shop is full of exciting surprises and we cannot wait to let the media and the public know about them.”

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