Campaign details

Brand: National Art Pass
Advertiser: Art Fund
Agency: MullenLowe London

Executive summary

At the start of 2016, Art Fund was in a seemingly healthy position. Revenue had almost doubled in five years and the charity's membership had never been higher.

This meant that Art Fund had more money to support museums and galleries throughout the UK; helping them to buy and display works of art for the public to enjoy.

But this success had changed expectations. At the start of 2016, we were given the target of reaching 20,000 new members per year within two years, an increase of over 30%.

Underlying trends made this a daunting task. The number of new members added each year had been declining for two years and the rate of decline was increasing.

The answer lay in a new strategy, a new media mix and a commitment to more emotional advertising. This delivered a record number of members, record revenues and a return on marketing investment of £3.86 for every £1 spent.