National Trust Brand Campaign
The National Trust is one of the largest charities in the UK. Ask anyone in the UK and they’ll most likely be able to tell you about a day out they’ve had at a National Trust site. We helped The National Trust shift both internal and external perceptions that National Trust properties are more than a day out and that places really do matter.
The National Trust was founded on the principle of preservation. However, that principle is not just about the preservation of physical buildings or landscapes, but preservation of the very essence of what special places mean to people. A deep and profound connection to a place drives a strong feeling of attachment to that place. By using real people’s stories we were able to share and reinforce the impact and benefits of place and the role the National Trusts play in preserving them.
These are the places that make us
We wanted to unlock people’s desire to care for a place by emotionally connecting them with the personal benefits they experience, and the impact that had on their lives. The Elephant Room worked with the National Trust to help their audience understand the benefits of place. Our first press campaign did just that. We featured three National Trust iconic backdrops and replayed people’s real stories in the body copy of those places, past present and future. In the radio, we weaved people's stories together to create a single narrative of all the joy that The National Trust places brings to it's members.