The National Trust is failing to connect with a younger audience. As a charity set up for public benefit, they are wholly reliant on engaging with the public to survive. With 70% of its’ members aged over 65, there’s a real danger that as the current members die out, so will the funding for the Trust. Without the Trust, much of our heritage in the UK will be lost forever.
Produce an integrated campaign in order for a younger audience to connect with the National Trust . The client requires an idea that works hard in earned channels – predominately digital and social but that can also extend to broadcast, mainly TV.
The National Trust to collaborate with GoPro and run a national competition, challenging the younger audience to visit National Trust areas around the UK and film their experiences. GoPro will be at certain venues throughout the campaign and will provide cameras for use on a daily basis throughout the competition. Footage will be entered into the competition and winning footage will feature in future National Trust advertisements.
Advertising campaign included YouTube, Social Media and Digital Out of Home Advertising.
‘Make nowhere your somewhere’