From purpose to profit: How the National Art Pass has transformed the Art Fund's fortunes

Joe Smith

This case study shows how ArtFund, an arts charity, successfully developed its brand over six years to increase brand awareness and subscription levels across the UK.

Campaign details

Brand: Art FundBrand Owner: Art FundLead Agency: 101Contributing Agency: 7starsCountry: United KingdomIndustries: Charities & voluntary organisationsMedia Channels: Cinema, Magazines - consumer, Newspapers, Online display, Outdoor, out-of-home, Packaging & design, Print - general, Public relations, Search marketingBudget: 3 - 5 million

Executive Summary

The Art Fund is a UK charity that exists to secure works of art for the nation to enjoy. This paper tells the story of how this purpose was turned into a profitable one, over the six-year period from 2011 to...

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