Brief
Art Fund is the leading independent arts charity in the UK, it receives no public funding and relies on the sale of its membership product for income. Art Fund’s membership product offers free entry to hundreds of museums, galleries and historic houses across the UK as well as 50% off major exhibitions, however in 2011 growth in membership numbers had stalled at 80,000 members. They wanted to grow and attract a younger audience while also increasing overall awareness of the product and offer.

Process
In 2011 the membership was relaunched as National Art Pass with a high profile Guardian partnership and out-of-home advertising campaign. Working closely with the agency 101 on the campaign, I led the in-house design team in the production of a new membership card and materials including an incentive gift of posters, badges, postcards, stickers and t-shirts that were sent to the marketing and front of house staff of the 800+ partner venues to raise awareness and make sure they would accept the new card.

With increased investment over the last 10 years to include print ads in national newspapers and consumer magazines, ‘always-on’ digital advertising, cinema, podcast and radio, I worked as the in-house creative lead alongside the advertising agencies 101 and MullenLowe London on all campaigns from 2011-22 to I ensured that Art Fund’s brand, tone of voice, values and personality were reflected in all touch-points including the accompanying marketing materials.

Awards
2016: Gold IPA Effectiveness Award
         National Art Pass campaign impact

2011: Silver IPA Effectiveness Award
Launch of National Art Pass

Deliverables
OOH, digital campaigns, branded content, cinema ads, podcasts, radio ads, print ads media partnerships, membership cards and packs

Agency: 101 London & MullenLowe London