LIDA has created an engaging public appeal for the Royal Academy of Arts, which aims to celebrate the institution in its 250th year. The Academy is Britain’s foremost artist and architect-led institution. The “Make Your Mark” campaign is giving its loyal visitors, Friends and members of the public the chance to literally leave their stamp on the building, which has hosted so many of the greats over the years. Supporters can pay a set amount to leave their mark in a variety of ways, from naming a seat or a statue, adopting a masterpiece, and adding their name to the supporters' mural. The Make Your Mark campaign aims to raise £3 million to complete the transformative redevelopment of the two-acre site, realise the ambitious plans to celebrate the 250th anniversary in 2018 and ensure the next 250 years of the Academy. The transformation taking place will see the Burlington Gardens and Piccadilly buildings joined for the first time with a link bridge, the creation of a 250 seat lecture theatre and world-class exhibition spaces. Sales from limited edition RA250 products and experiences will also go towards the fundraising effort.
Annie Wong, Head of Loyalty & Partnership Development at Royal Academy of Arts, said: “It’s so important when working with agency partners that they appreciate the heritage and purpose of the Royal Academy. LIDA’s ideas were sympathetic to our brand and to our audience, they also have the level of craft and creativity needed to engage our friends, donors and visitors for such an important milestone in our history.” Tom Thomas, CCO at LIDA, added: “Every single agency wants to work with a client that reminds them why we work in this business in the first place: creativity and expression. We are privileged to be able to help such an important institution with its creative output at this crucial moment in its history.”