Lida opens Royal Academy’s 250th anniversary appeal

RA_MYM_Hero_HR copy 2Royal Academy of Arts is launching a public appeal in the run up to next year’s 250th anniversary by giving its loyal visitors, supporters and members of the public the chance to leave their stamp on the building.
The ‘Make Your Mark’ campaign, created by Lida, urges consumers to leave their mark in a variety of ways, from naming a seat or a statue, and adopting a masterpiece to adding their name to the supporters’ mural.
The campaign aims to raise £3m to complete the transformative redevelopment of the two-acre site, realise the ambitious plans to celebrate the 250thanniversary 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.
Royal Academy of Arts head of loyalty and partnership development Annie Wong 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.”
Lida chief creative officer Tom Thomas 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.”

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