Tickets Sold Out
CTR
Impressions Generated
Chelsea Physic Garden is one of London’s oldest and most historically significant botanic gardens. Established in 1673, it is renowned for its unique plant collections and cultural programming. As a registered charity, the Garden plays an important role in education, conservation, and heritage preservation. Beyond its botanical importance, it also serves as a cultural destination, hosting special events and experiences that connect visitors to nature, history, and community. When Annex Media partnered with the Garden, Google’s Performance Max campaigns had only just been rolled out to charity accounts. This created an opportunity for the Garden to become an early adopter of cutting-edge advertising tools, putting them ahead of the curve in their sector.
Chelsea Physic Garden approached Annex Media with the goal of promoting its one-night-only Summer Supper Club on September 10th. With very limited seating available, the campaign needed to sell out quickly while also raising broader awareness of the Garden. Success wasn’t only measured in ticket sales — it was equally about strengthening the Garden’s cultural identity, raising awareness of its charitable mission, and generating revenue across other areas such as its charity shop. The challenge was to deliver both immediate conversions and long-term visibility.
Annex Media recognised that the launch of Performance Max for charity accounts presented a unique opportunity to deliver impact in a way no traditional campaign could. By being one of the first agencies to adopt this new feature, we positioned Chelsea Physic Garden at the forefront of digital innovation in the cultural and charitable space. Our strategy was built around four key pillars:
The campaign delivered outstanding results, proving not only the effectiveness of Performance Max for ticket sales but also its broader value for charities. By using this new feature at launch, Chelsea Physic Garden became one of the first cultural charities in the UK to benefit from Performance Max, gaining an advantage over peers who were still reliant on older campaign types.
The Summer Supper Club campaign was more than a sold-out evening — it was a demonstration of how embracing new tools early can unlock outsized results. By becoming one of the first charity accounts in the UK to use Performance Max, Annex Media helped Chelsea Physic Garden gain a competitive edge, elevate its profile, and generate value across multiple areas of the organisation. This success set a new standard for what digital marketing could achieve in the charitable and cultural sector.
By leveraging past learnings and focusing on creative that addressed true customer pain points, this campaign proved that a smart strategy can deliver more growth for less spend. This record-breaking month provided a powerful start to the peak season, validating an efficient omnichannel model and setting a new, more profitable benchmark for their advertising efforts.