National Trust | 7747 Media

Start your journey of discovery with the National Trust

The National Trust has been caring for special places in the UK for more than 125 years. With 5.37 million members, 10,000 staff and thousands of volunteers, the National Trust is now the biggest conservation charity in Europe, caring for more than 250,000 hectares of farmland, more than 780 miles of coastline, and more than 500 historic properties, gardens and nature reserves.

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Discovery on all mediums.

The Brief

The National Trust aims to protect and care for places so that people and nature can thrive. As a household name with endless possibilities to experience these places right on their doorstep, people need to be informed about their offering. Whether that be locals or visitors, what they don't know about can't be experienced, that's where we come in.

The Delivery

we proposed an omni-channel strategy that integrated radio, press and outdoor campaigns to maximize reach and engagement.

Radio: A series of radio ads that focus on key messaging: occasion (Halloween), places (castle ward, Mount Stewart and Giants causeway to provide options) and event (fun fairs). These ads were played across key NI stations at peak times, targeting families and parents to create awareness and promote consideration. This was also mirrored for ROI with different locations.

Press: A different approach was taken for press, we decided on going down the digital press route to target young families. Identifying the Belfast live audience as the ideal target market and encourage discussion amongst their audience. Utilising their website for an advertorial piece which was then promoted through a series of posts across their social network pages (see below).

Outdoor: After finalising the creative approach, we formulated a plan to understand how best to target using a combination of outdoor options. As the National Trust offerings are typically attractions, we decided on targeting travellers and people on the move rather than individuals within cities. A motorway corridor encapsulating all Applegreen digihub screens beginning from Belfast all the way down to Dublin was decided with a combination of 48 sheets situated in the towns surrounding this M1 corridor. Promoting brand awareness for travellers and visitors to the country, while also reinforcing the messaging with different creatives to provide options and attract differing tastes and interests. Further options were added to Connolly street station to act as touch points for people opting for train travel throughout the country who wouldn't be exposed to the messaging by car.