National Trust

The National Trust is a much loved and highly supported organisation amongst those who know it well. But amongst a younger and more diverse demographic it’s at best not thought of at all, and at worst highly misunderstood.

To unlock visits, donations and memberships, we needed a big idea that would build a connection with this less connected audience, and act as long-term platform that could resonate with everyone.

As an agency with a deep understanding of the audience, we were proud to partner and collaborate with the National Trust’s in-house creative team on this campaign of inclusivity.

As the largest conservation charity in Europe, the National Trust has a diverse range of sites, properties and greenspaces. Each of these can evoke a whole range of feelings in its in own right. As a reflection of this, The National Trust’s role was found in an open invitation for everyone to feel it all, no matter age or background.

Working with the National Trust creative team; we developed the idea of ‘Space to Feel’.

Rather than telling you how to feel (as many ‘experience’ brands do), this reflects the insight that visiting a National Trust property can evoke emotions as diverse as the audiences who experience them.

The film execution played into National Trust’s ‘for everyone’ focus, whilst challenging preconceptions of who the National Trust is for.

In it, we follow Mya, her school friends and her characterful yellow backpack on a National Trust visit. Knowing that young adults can often be reserved and self-conscious about their feelings, Maya’s emotions are shown through the expressions of her backpack. Even if teens don’t always show it, these are the feelings the National Trust can unlock.

The backpack execution was targeted at a younger demographic, across a variety of channels including Instagram, TikTok and Youtube. It was also broadcast on BVOD, and with cinema on the plan – the creative had the opportunity to be feel impactful through large cinema screens.

Alongside this, the wider campaign was supported with large format OOH. These showcased different National Property sites; using impactful visuals and the campaign line ‘Space to Feel’ to evoke the feelings unlocked by the Trusts properties and landscapes.

As this campaign is brand new, we are awaiting results, but the reaction to the campaign has been exceptionally positive so far.