Royal Botanic Gardens, Kew

An extraordinary magazine for an extraordinary institution

Requirements

A membership magazine that provides an invaluable source of inspiration and engagement and is an integral part of the membership package bringing to life the fantastic gardens at Kew and Wakehurst whilst highlighting the organisation’s global science and conservation work.

Insight

Previous Kew research showed us that the audience did not feel the existing magazine resonated with a typical member and that while members’ visits to the Gardens left them feeling inspired and uplifted, the magazine did not evoke the same emotion. Our challenge was to produce a magazine that connects with members to increase member retention, reduce churn, increase frequency of visits and donations, as well as ensuring members are aware of RBG Kew’s scientific work.

Solution

We produced an accessible, intelligent and engaging magazine using a variety of different storytelling techniques, human interest stories with behind-the-scenes expert insight and a careful balance of cut-out and full bleed imagery and quality advertising to enhance reader engagement.

What Kew say...

“Wonderly have demonstrated their deep understanding of Kew’s audience and scientific purpose, which is why they were the clear front-runners in the pitch to produce our membership magazine last year. The team at Wonderly have been a pleasure to work with and feedback from both members and stakeholders has been hugely positive. Together, we have successfully created an inspirational and engaging magazine – bringing to life the extraordinary gardens at Kew and Wakehurst and highlighting the organisation’s global science and conservation work”.

Kate Scally
Director of Engagement, Foundation Directorate
Royal Botanic Gardens, Kew