​Repositioning the Membership​

The Harry Ransom Center contains a wealth of art and artifacts from across the globe and throughout history, from a Gutenberg Bible to the taxi license Robert De Niro’s used while preparing for his role in Taxi Driver. How could they express the value of access to these priceless cultural gems, and then get people to give a yearly membership as a gift? RCM created a new priceless artifact: The HRC Travelogue.

Harry Ransom Center Case Study

Membership to a museum is a fantastic gift but does not tend to come with an actual item to give. The HRC Travelogue is an added keepsake, with details on what the museum holds and an invitation for visitors to explore the depths of the collections while jotting notes. The travelogue, along with HRC’s first digital-only email campaign, led to strong sales without the big expense of on-site materials and direct mail associated with the previous year’s gift campaign.