The good news was that the Art Gallery of Alberta had a new and world-class $88 million facility and a commitment to Exhibits that would outshine the building itself. Paying for it meant extending Gallery membership beyond the small and somewhat elitist core. Smartly applying a modest budget, Vision created a populist multi-media campaign focused on a positioning of connection to a larger audience by aligning the Art Gallery of Alberta with other Edmonton entertainment icons such as the Folk Festival, Heritage Days and Oilers games. Under the tagline its yours, a powerful campaign emerged. Membership increased by over 300%, the two-day opening was sold out and post-opening crowds indicate that a new and large audience has embraced the new Gallery as its own.