Copy and design featured the distinct Barnes brand, paired with engaging images from the exhibition. Compelling messaging invited recipients to join and experience the stunning, landmark exhibition with preview opportunities, free admission, exclusive tours, and more. The campaign highlighted that the Barnes was the only location for the exhibition, providing extra urgency and excitement.
With the opportunity presented by Modigliani Up Close, Daniller recommended expanding the campaign beyond the Barnes’ typical audience, reaching more households in fall 2022. The campaign arrived in homes ahead of the opening of Modigliani Up Close, providing recipients ample time to join and attend preview events. Other special offers were incorporated throughout the package to encourage recipients to consider higher levels of membership. In addition to the offers, the package highlighted the unique art experience available at the Barnes through exhibitions like Modigliani Up Close, as well as the renowned permanent collection and a packed calendar of member events.
The membership invitation resonated with the Barnes’ audience. Campaign results exceeded projections with 11% more gifts received than projected. Net revenue achieved was 18% higher than anticipated, for a strong overall performance for the Barnes Foundation.