TATE MEMBERS BOX by Fallon London for Tate

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TATE MEMBERS BOX

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Industry Business equipment & services, Corporate Image
Media Design & Branding
Market United Kingdom
Agency Fallon London
Creative Director Mark Elwood
Designer Ginny Carrel
Released September 2009

Credits & Description

Category: Self Promotion
Advertiser: TATE
Product/Service: TATE MEMBERSHIP
Agency: FALLON LONDON
Date of First Appearance: Sep 1 2009 12:00AM
Entrant Company: FALLON LONDON, UNITED KINGDOM
Creative Director: Mark Elwood (Fallon)
Designer: Ginny Carrel (Fallon)
Account Manager: Laura Ellert (Fallon)
Artist: Jim Lambie (N/A)
Marketing & Comms Manager for Tate Members: Jess Ring (Tate)
Head of Membership & Ticketing at Tate: Martin Barden (Tate)
Media placement: Tate Members Leaflet 1 - Mailing To Tate Members - 1st Sept 2009
Media placement: Tate Membership Card - Mailing To Tate Members - 1st Sept 2009
Media placement: Tate Members Gift Idea Leaflet - Mailing To Tate Members - 1st Sept 2009
Media placement: Tate Members Oyster Card Holder - Mailing To Tate Members - 1st Sept 2009
Media placement: Tate Members Pocket Guide - Mailing To Tate Members - 1st Sept 2009
Media placement: Tate Dates Stickets - Mailing To Tate Members - 1st Sept 2009
Media placement: Tate Members Postcard 1 - Mailing To Tate Members - 1st Sept 2009
Media placement: Tate Members Leaflet 2 - Mailing To Tate Members - 1st Sept 2009
Media placement: Tate Members Memory Box - Mailing To Tate Members - 1st Sept 2009

Describe the challenges and key objectives
The first new membership pack designed by David Shrigley proved very popular, and contributed to a significant increase in membership uptake. In the depths of a recession, when luxuries like gallery membership become disposable, add value to the experience of membership. Make all of the tangible elements of membership and consumer touch points as valuable as possible. By virtue of this, gift membership and renewals should remain protected.

Describe the brief from the client
In short, increase membership to Tate galleries. Along with this, make the Tate Membership something special and worth renewing every year and help facilitate the relationship Tate wants people to have with art.

Describe how you arrived at the final design
We created a Tate memory box. It would be your record of your year at Tate, each year the basic box and contents would be given to a different artist to add their touch and make it something you’d want to keep on your bookshelf. Adding each year’s box to your collection. This year we selected Jim Lambie as the contributing artist. It comes flat packed to fit through your letter box, but comes filled with post cards to invite friends to the gallery, stickers to remind you of exhibitions, it encourages you to keep exhibitions tickets, notes, postcards.

Give some indication of how successful the outcome was in the market
To date, this year's membership sales remain steadily on target, even through a recession. Interest in the box and visitor queries have increased significantly yoy. Leaflet uptake has also seen a significant increase, directly attributable to the design.