The National Trust for Scotland has launched a new membership drive across Scotland this month, which is being promoted through an integrated campaign by Hush.
The agency, which was appointed in March has created a campaign which runs across DM, online, press, internal communications and property based activity, all of which will target a wide ranging audience, but with a specific focus on the recruitment of new family members through the launch of the ‘Gnashional Tresure Hunt’ featuring Beano cartoon character Dennis The Menace.
The activity will also be promoted to all of the Trusts’ existing family members.
The ‘Gnashional Treasure Hunt’ sees the Trust link up with Beano publisher DC Thomson and will see Dennis the Menace and his pet dog Gnasher being used exclusively across a range of activity that will look to encourage families to visit a number of Trust properties throughout the summer.
The Treasure Hunt will involve kids seeking out a number of hidden ‘Gnashers’ at 26 Trust properties.
Exclusive merchandise will be awarded for the more properties at which families complete the Treasure Hunt – for every successful visit, kids receiving a stamp in their ‘Gnashport’.
The partnership between the two was also created and brokered by Hush and formed a key part of the agency’s winning pitch strategy.
The account was previously held by The Leith Agency, which picked up the account following the closure of 1576 at the beginning of 2008.
Gary Smith, partner at Hush, explained: “As a charity, finding new members is the lifeblood of the Trust. And to retain members we need to make sure they are maximising the benefits of their membership. As well as focussing on traditional supporters of the Trust, we knew we needed to find a new way to engage with families - the creation of the ‘Gnashional Treasure Hunt’ does just that.”
Smith continued: “In the current climate it offers parents a cost effective way to provide endless days out throughout the school holidays and it gives kids the opportunity to have fun finding Gnasher and win the exclusive range of merchandise. We’re hoping it will be a huge hit with both existing and new members, which in turn will allow the Trust to continue the great work they do preserving Scotland’s heritage.”
Ian Gardner, marketing manager of the National Trust for Scotland, said: "Many of our properties across Scotland already offer a great day out for families but we hope that more people will join to take part in the Gnashional Treasure Hunt and explore some of the great treasures, which are often on their own doorsteps. Membership of the Trust is incredibly good value for money and, with this offer of 18 months for the price of 12, new members will be able to enjoy the benefits this summer and next."
After a year in operation, Hush has been working with clients such as Velux, The Lettershop Group, Chang Beer and Barrie & Hibbert - as well as securing a place on the Scottish Government’s direct marketing roster as part of a partnership with Newhaven.
Speaking of the agency’s first year, Smith said: “In the current economic climate we couldn’t have asked for much more in our first year. The fact that so many people have placed their faith in HUSH hopefully shows that what we have to say and offer is fresh and different. Given that we’re already forging strong relationships with our clients also shows that we’re delivering on our promises.
"Given that there are so few pitch opportunities out there at the moment, we’re very proud to be working with the National Trust for Scotland - as we are with all of our clients – and look forward to producing more great work with them over the coming months.”