National Trust for Scotland and Posterscope promote One Wee Step campaign with billboard made from 83 pairs of walking boots

By Ishbel Macleod | PR and social media consultant

The Union

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national trust for Scotland article

June 3, 2013 | 2 min read

The National Trust for Scotland has today launched a bespoke billboard created entirely from walking boots, to promote its One Wee Step mountain conservation campaign.

The campaign was created by The Union, and was planned and booked by Carat Edinburgh and Posterscope Manchester.

Amy Gunn, direct marketing manager at National Trust for Scotland, said: “We believe this innovative campaign has the power to engage the public in a very unique way, while helping to communicate the message of the National Trust for Scotland’s important mountain and countryside work. It was great to work with Posterscope, drawing on their expertise, to help deliver this highly bespoke ad. We hope the billboard encourages commuters to support the valuable conservation work we do.”

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Set to run for four weeks in Edinburgh, the billboard contains 83 pairs of walking boots, which were all donated by the public.

Brooke Gregor, hyperspace project director at Posterscope, added: “This is a great example of how an outdoor ad campaign can move beyond promoting a message to create a compelling narrative. By inviting the public to become part of the creative, the ad highlights the National Trust for Scotland’s conservation work in a very personal way. Each boot has a great story to tell and we are excited to be part of an ad campaign that will captivate the audience wholeheartedly.”

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Posterscope is the world’s leading out-of-home and location marketing specialist with billings in excess of $3 billion. It knows more about what people think, feel and do out of the home and translates this understanding into compelling, creative and quantifiable solutions which make a meaningful difference to clients’ businesses. Posterscope has over 1,000 people in 61 offices located in 35 countries worldwide.

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