The National Trust has launched a new campaign to raise awareness of the countryside it cares for, by challenging people to get outdoors and closer to nature.
It has worked with Principles Agency and Classlane Media on the outdoor and digital campaign to showcase the activities people can enjoy on National Trust land.
Specifically targeting residents in West Yorkshire, the outdoor element of the activity has featured posters at railway stations and on buses to inspire busy commuters to rediscover the countryside on their doorstep.
Digitally, the campaign has two strands: a film and a Facebook app. The film has shown places such as the Yorkshire Dales and has, so far, received around 1100 views, almost all of which have been gained through word-of-mouth promotion via social networks. The new app developed for National Trust’s Facebook page has allowed users to answer questions and match themselves to their ideal day out.
Joanna Royle, head of marketing and support development at the National Trust in Yorkshire, has commented on the campaign: “For us, using Facebook is a great way to connect people to inspirational days out, sharing ideas of how to get the most from a day out with friends or family. We hope that people finding out their outdoors personality type will share their results and follow up a day out in the countryside by posting pictures and sharing their experiences. It’s enabling us to reach out to new audiences and already proving very successful.”