This direct mail campaign sought to re-engage lapsed RHS Members who had dropped off due to extensive roadworks outside RHS Wisley. This retention campaign invited audiences back to RHS Wisley with free VIP-style garden passes. With data showing that garden visits are a key trigger for membership sign-up, the campaign focused on driving footfall and reminding former members of the beauty of an RHS garden.

I worked with the lead designer to concept this campaign inspired by the RHS brand campaign, ‘The Greatest Show in Earth’, creating a sense of excitement, exclusivity and FOMO.