What English Heritage does have in spades is a hands-on approach to history. Our challenge was to bring this to life, aligning with the brand line ‘Step into England’s story’.
English Heritage conserves over 400 of England’s most important historical places like Stonehenge, Tintagel, Dover Castle and Whitby Abbey. Having gained charity status, the organisation is moving to becoming fully self-funded and is dependent on gaining new members, fast. That’s where we come in. we were appointed to bring in 20,000 new memberships each year.
From our ‘where history happened’ strapline to our ‘play your part’ strategy; from a detachable crown to a pop-up castle; from witty wordplay to a geo-tag motif featuring action words.
Time and time again, we created fresh calls-to-action – flexing each across mail, Facebook carousels press inserts and direct response TV ads.
By unearthing all that English Heritage has to offer, we found new ways to dramatise accessible heritage – where visitors can interact with buildings, gardens and treasures. It’s creating a relatable brand that gives the past new meaning in people’s lives.
Of course, history’s still in the making but, so far, we’ve delivered royally enviable ROI. English Heritage now has more than 69k new members, and over the last three years on average we are exceeded targets by +10% YoY.
We have generated £4 million of revenue in 2019/2020 (by off-site new memberships). In 2019, on the back of this success, English Heritage asked us to continue our reign and handle membership recruitment for 2020 to 2023.