Each year the Baltimore Museum of Art stages two major exhibitions – pivotal events for attracting members. “A Grand Design” was one such show, featuring art treasures from London’s Victoria and Albert Museum.

Our advertising and direct mail to promote this collection drew the second-highest weekly exhibition attendance in the museum’s history – 160,000 people in total. The mail campaign, which we strategically based on a successful model from another museum, achieved a 3.7% response, enrolling more than 3,500 museum members.