ENGLISH HERITAGE MEMBER CAMPAIGN SS23Where imagination comes to life
Every one of us – kids and adults alike – has a childlike sense of wonder inside, which can easily be dulled by everyday life. Fortunately, all it takes is the right spark to reignite our imaginations. That's where English Heritage comes in, with days out packed with authentic excitement and adventure.
It all begins with the charity’s first ever TV ad
The brief
In the wake of Covid-19, and the cost of living crisis, membership recruitment was a real challenge. Days out were not top priorities for family budgets. So how could we drive membership in a new way?
The insight
English Heritage sites were often portrayed and perceived as buildings and ruins alone, with little coverage of the stories that lie within.
And the one time of the year that still gets families out is the school summer holidays, so we could use this period to leverage membership sign-up – building on the value over the six weeks.
The solution
A multi-touchpoint campaign that billed the coming summer as an ‘extraordinary’ one. Our concept brought history to life. Showing site stories played out in shadows, we teased history’s secrets with captivating childlike abandonment.
The results
A record-breaking 422,000 new members
Membership income up 16% from 2021/22
11% up on target
