Client:
The Frick Collection
New York, New York
Appeal Type:
Grand Reopening Multi-Channel Acquisition Campaign
Scope of Work
Following years of renovation to its historic Fifth Avenue mansion—with an interim move to the innovative Frick Madison during construction—The Frick Collection prepared for one of the most anticipated reopenings in the art world. To build excitement and reengage audiences during this milestone moment, the museum partnered with Daniller + Company to design and execute an integrated acquisition strategy combining direct mail and digital outreach.
This multi-phase campaign series launched in early 2025 with the goal of welcoming both returning and new members to experience The Frick’s collection “in a new light” at its reimagined Fifth Avenue home.
Daniller developed acquisition creative that reflected the dynamic advertising campaigns the Frick created for New York for the reopening and the elegance of the Frick brand, while emphasizing member-exclusive benefits such as preview days, reopening receptions, and early access events. Each touchpoint — from the tactile invitation-style mailings to the timely digital reminders — reinforced the prestige, intimacy, and excitement of the Frick’s grand reopening.
Campaign Strategy
- January 2025 Direct Mail Acquisition: Introduced the “Get Closer” message tied to reopening and the exhibition Vermeer’s Love Letters. Featured perks included reopening previews and special receptions for upper-level members.
- March–April 2025 Email Acquisition: A short, high-performing digital series sent in the lead-up to reopening, with personalized invitations for early access and exclusive member events.
- Spring 2025 Direct Mail Acquisition: Reinforced reopening momentum with the message “The Frick is Back!” highlighting the return to Fifth Avenue.
Across all three phases, the campaign achieved record participation from both reactivated and brand-new members.
Creative Approach
Each package and email series leveraged broader Frick marketing messaging, as well as premiums, engagement opportunities, and evocative copy to emphasize belonging, exclusivity, and access to art in an entirely new setting.
- Direct Mail: Elegant envelopes featuring iconic Frick art invited recipients to preview the collection before the public reopening. Materials showcased membership levels and highlighted new benefits, such as Member Preview Days and exclusive receptions.
- Email: A five-part series aligned with reopening dates, using urgent and celebratory subject lines like “Early access to the Frick’s reopening!” and “Hurry—your reopening offer ends tomorrow!”
- Continuity: Every channel featured cohesive design and messaging, presenting membership as both a meaningful way to engage with the Frick and a vital contribution to its enduring legacy.
Key Takeaways
- Momentum matters: Phased outreach across multiple channels sustained awareness and excitement through the full reopening period.
- High-value member acquisition: New and reactivated members joined at elevated giving levels, significantly increasing average gift and overall ROI.
- Digital + direct mail synergy: The email series effectively complemented mail efforts, converting both lapsed and new prospects.
- Historic moment leveraged effectively: By uniting the excitement of reopening with tangible member benefits, the campaign generated exceptional revenue and strengthened long-term membership value.
