The National Trust has this week unveiled a print campaign to celebrate the places which are important to the public, with the National Trust oak leaf used as a symbol of love, in a way similar to the traditional 'I heart NY' imagery.
Created by 18 Feet & Rising, the campaign will run across press, OOH, and digital, and looks to entice the public to share their experiences of special places and to encourage people to return to places that hold happy memories.
Clare Mullin, director of brand and marketing at the National Trust, said: “This country is full of places that take your breath away and make you happy to be alive, be it stretches of coastline, gardens or historic houses. Our 2013 campaign will look to highlight this and provide people with the means to share their love of special places with us and the nation.”
Behrad Taherparvar, head of design at 18 Feet & Rising, added: “It's great to be able to work with a mark as iconic and treasured as the National Trust's oak leaf and to be able to use it to its fullest within the campaign. We see this as the start of a new journey for the brand.”
Part of the aim of the print campaign is to steer public perception away from National Trust locations as being a 'look but don't touch' visitor experience.