The National Trust

Changing the way people see National Trust Wales

NationalTrust

To deliver six creative media moments to secure broadcast coverage, promote brand awareness and shift perceptions about National Trust Wales.

Shire horses at Erddig

For our first National Trust media moment, we devised a campaign around two retiring shire horses at Erddig. We:

  • Launched a fundraising campaign to fund the horses’ replacements, supported by a tongue-in-cheek job profile
  • Arranged for the horses (Jerry and Claire) to go on their first and last tour of National Trust properties in North Wales
  • Created a wild guide to inspire families to start their own #NTFirst experience

 

World of Gardens at Bodnant Garden

This campaign took us to Bodnant Garden where we delivered a two-week World of Gardens campaign.  We:

  • Revealed a previously secret area of Bodnant Garden, the Penjerrick Walk to a local gardening group, local and national press
  • Launched the World of Gardens guide leaflet
  • Organised two pop-up gardens on Penarth Pier and Llandudno promenade, along with social media to support

 

Play dates at Dinefwr Park

To produce coverage nationally and support properties with regional activity, we turned National Trust’s established 50 things campaign on its head. We:

  • Commissioned a poll to establish which activities adults most missed from their childhood
  • Created 11 play dates for adults and children to participate in across National Trust properties in Wales
  • Set up a media moment at Dinefwr Park, giving families and media the opportunity to try out the 11 activities.
  • Designed an 11 play dates checklist, distributed to 14 National Trust properties and downloadable from the website

 

White Park Cattle at Dinefwr Park

Cowshed’s first cow campaign, we launched a campaign to fundraise for a new bull to help the rare herd of White Park Cattle at Dinefwr Park to continue breeding. We:

  • Held a media moment at Dinefwr Park with Herdsman, Wyn Davies and Stock Ranger, Rhodri Thomas
  • Invited local schools to attend the moment and learn more about the cattle
  • Created bull assets and cow dating profiles for social media

 

 

Wishing Trees for Christmas

This campaign supported the seasonal activities across National Trust properties and encouraged visitors to make an emotional connection with the Trust. We:

  • Created a campaign around Wishing Trees placed at major property locations, calling on people to visit and make their wishes. By doing so they would contribute to National Trust’s wishes coming true in 2017
  • Launched the campaign with a photograph opportunity of a wishing tree at Lyn Ogwen, Powis Castle and Dyffryn Gardens
  • Invited family, food and lifestyle bloggers to visit their nearest National Trust property
  • Collected video content at Llyn Ogwen

 

 

 

Sign a slate at Tredegar House

To promote the conservation work and celebrate the fifth year of Tredegar House under National Trust guardianship, we:

  • Invited visitors to become a part of the fabric of the National Trust by signing a limited number of slates to be added to the roof of Tredegar House
  • Hand delivered slates to key media with invite to climb the scaffolding and see their signed slate added to the roof
  • Created a video for the campaign following the journey of a slate from signing to being placed on the roof

 

Results:

  • Secured five pieces of broadcast coverage, 17 pieces of print and online coverage, creating 9.5 million estimated opportunities to see
  • Generated a social reach of 140k across Facebook and Twitter and kick started the fundraising campaign
  • The campaign was highlighted by the national team for best practise in copywriting

 

 

 

Results

  • 28 pieces of coverage in total, with three pieces of broadcast coverage, creating 7.2 million estimated opportunities to see
  • 13k reach on social media with 3.9k interactions

 

 

 

 

Results

  • Two pieces of broadcast and 18 pieces of print and online coverage, with 8 million estimated opportunities to see
  • 113k reach on social media with 7.6k interactions
  • 2.3k views of playdate article
  • 80 click-throughs on the checklist

 

 

 

 

Results

  • 40 pieces of coverage, with 14 pieces broadcast, providing an estimated 20.1 million opportunities to see
  • 47.1k reach on social media with 1.4k interactions
  • 94 click-throughs from the bit.ly link
  • Interest expressed from broadcast media to follow up the story once the bull arrives at Dinefwr

 

 

 

Results

  • 27 pieces of coverage creating 300k estimated opportunities to see
  • 52.3k reach on Facebook with 3.5k interactions
  • 24.1k reach on Twitter with 622 interactions

 

 

 

 

 

 

 

 

Results

  • 11 pieces of coverage with 639k estimated opportunities to see
  • 12k video views
  • 74.5k reach on social media with 1.5k audience engagements
  • Visitor figures increased by 48% from the previous year
  • £3,160 raised

 

 

 

 

 

 

 

What we love about working with National Trust:
We’re helping to promote 157 miles of dramatic coastline, 11 of the country’s tallest peaks, 46,000 hectares of land and 19 historic houses and glorious gardens. What’s not to love?