The Times Membership not only provides the UK’s best daily source of information and current affairs but also exclusive access to many special events. We had to persuade members to stay – ahead of a subscription price increase.

THE IDEA

Rather than just list all the upcoming benefits of being a member, the retention pack took the form of an extremely long fold-out of invitations to clutter their mantelpiece. As a result, the customer retention rate was 30% higher than targeted.