Driving brand engagement for a leading international art fair

Challenge

Art Basel, a leading international art fair, wanted to identify new revenue streams and customer engagement through the creation of a membership program.

Solution

• Analysis of program funding options showed a paid proposition was needed to cost-effectively differentiate the rewards and benefits to VIPs. 
• The program focused on individual art collector missions to unite the community, grow brand engagement and unlock incremental revenues.

Result

Art Basel received encouraging feedback from their community on the proposal and are looking to bring it to market in 2023.