Role Overview
Overview:
English Heritage needed membership acquisition to fuel growth via 4DM and 6DM, as well as increase perceived value before the 2026 season. Membership was being perceived as passive support rather than an active, rewarding experience. Working with Account Managers, Creative Directors, and Senior Art Director Rhiannon Humphrey, I contributed to the creation of an integrated campaign that transformed membership from a passive support act to a crucial unlock for unforgettable shared experiences. The result was an integrated acquisition system for direct mail, print, and social media, designed to turn short-term interest into long-term loyalty.
The Challenge:
Although English Heritage has strong brand recognition, membership communication had become transactional and feature-led. The industry is defined by preservation communications, an institutional voice, and static heritage imagery. We aimed to shift from “protecting history” to “experiencing it together.” This required coordination between the creative, account, and production teams to ensure commercial success was met without losing the warmth of the brand.
Insight:
Members don’t join English Heritage to support history. Members join English Heritage to make moments, with partners, with friends, and with family. The real value isn’t access, it’s making lasting memories.
Creative Direction:
Working under the Creative Directors and in partnership with Senior Art Director Rhiannon Humphrey, we launched the platform “Make 2026 Unforgettable.” This forward-thinking, benefit-driven campaign was meant to have a dynamic, human, and timely feel. My role included the development and execution of the visual solution across channels, ensuring the promotion hierarchy was clear with the 25% offer front and center, the campaign balanced conversion mechanics and storytelling.
Execution:
The campaign launched across 4DM and 6DM waves, including membership acquisition packs, promotion inserts, benefit-driven brochures, paid and organic social assets, and platform-specific executions. Tight integration with the account teams ensured creative ambition was in lockstep with commercial KPIs and mailing considerations.
Impact:
The campaign brought membership messaging together across channels while freshening the tone of communications.
