After a highly competitive tender, owned media agency Wonderly is pleased to welcome Royal Botanic Gardens, Kew to their list of clients, including; VWG, The FA, The British Army and CIPD.
Wonderly is looking forward to working with the Kew team, in creating an inspirational and engaging magazine for Kew’s 112,000 members – bringing to life the extraordinary gardens at Kew and Wakehurst and its world-leading science and conservation work.
Wonderly’s pitch research found Kew’s members hold the gardens close to their hearts and are proud to support its world-renowned horticulturists. Their vital science and conservation work uses unparalleled expertise, collections and partnerships to tackle urgent global challenges: from climate change to loss of biodiversity and food security.
From Spring 2020, the magazine objectives will be to appeal to the broad interests of the membership base, as part of a change in the membership content strategy. Their aim is to increase engagement of members so that they become advocates of the organisation, its purpose and the impact of its science, globally.
Issie Peate, Wonderly’s Managing Director, said: “We are really excited to be working with Kew, whose amazing heritage and cutting-edge global science make it a truly unique organisation, both to the wider public and the members at its heart. This partnership deepens our expertise in the membership sector as well as playing to the strengths of Wonderly’s new approach: empowering organisations with owned media.
“We’re also proud to share similar values within Wonderly and our wider parent company, Haymarket Media Group, where we’re internationally recognised for our environmental commitment.”
Kate Scally, Director of Engagement, Foundation, Royal Botanic Gardens, Kew said: “Wonderly demonstrated their understanding of Kew’s membership audience, which is why they were the clear front-runners in the pitch. Together with Kew’s in house Editor, Christina Harrison, Wonderly will create a magazine that will bring the Kew brand and personality to life, improving the membership experience and enjoyment of the gardens as well as driving engagement with Kew science and conservation.”
The fresh new format will also be the magazine’s 100th issue, which will be sent to Kew’s members from February 2020.
Issie Peate – Managing Director
Wonderly – formerly Haymarket Network – is the owned media agency launched by Haymarket Media Group in February 2019. For more than 20 years Wonderly has worked in a broad range of sectors ranging from automotive to athletics, from horticultural to finance. The agency prides itself in the longevity of its relationships with brands that currently include The British Army, VWG, International Baccalaureate, The FA, The IAAF (International Federation of Athletics Associations), and the Tillington Group of garden centres.
About Royal Botanic Gardens Kew:
The Royal Botanic Gardens, Kew is a world-famous scientific organisation, internationally respected for its outstanding collections as well as its scientific expertise in plant diversity, conservation and sustainable development in the UK and around the world. Kew Gardens is a major international and a top London visitor attraction. Kew’s 132 hectares of landscaped gardens, and Wakehurst, Kew’s Wild Botanic Garden, attract over 2.3 million visits every year. Kew Gardens was made a UNESCO World Heritage Site in July 2003 and celebrates its 260th anniversary in 2019. Wakehurst is home to Kew’s Millennium Seed Bank, the largest wild plant seed bank in the world. Kew receives approximately one-third of its funding from Government through the Department for the Environment, Food and Rural Affairs (Defra) and research councils. Further funding needed to support Kew’s vital work comes from donors, membership and commercial activity including ticket sales.