The Museum of London is launching the new £20m Galleries of Modern London on 28 May with a London-wide press campaign, including an iPhone app, and Oyster card wallets, featuring iconic images.

The galleries tell the story of London and from 1666 to the present day. To support the opening, the Museum’s marketing department is preparing the biggest campaign ever undertaken by the Museum of London.

Working with creative agency NB: Studio, the team has developed the ‘You are here’ campaign. Advertising visuals consist of images from the Museum’s extensive art and photographic collections, capturing both everyday and life-changing moments in London’s history. The images prompt the onlooker to reflect on how the unflagging energy of Londoners has shaped the capital over the past 350 years.

The campaign will rely primarily on outdoor advertising, with large-format posters appearing in London Underground stations. A London-wide press campaign will also support the campaign along with print distribution and online advertising.

Oyster card wallets, featuring images, such as Londoners seeking shelter in Elephant & Castle Underground station during World War II, will be handed out to commuters in the week prior to launch.

An iPhone app, designed by Brothers and Sisters, will guide users to sites across London where they can view over 200 images from the Museum’s collections. A 3D installation will be unveiled in Trafalgar Square with the launch of the app.

Vicky Lee, marketing manager, says: ‘We are entering a hugely exciting time. With the Olympics only two years away, the launch of our new galleries provides us with the opportunity to reposition the Museum of London as a modern museum with London’s contemporary identity as a vibrant world city at its heart.”