The Brief: Reposition the National Trust from its current perceived image; make it relevant to the modern visitor. Put the Trust firmly at the centre of a drive to re-establish the importance of nature in our lives.
Create an integrated campaign that makes their brand stand for a positive impact on people’s relationship with nature and beauty forever.
I decided to tackle this issue by thinking of the National Trust experience as a whole, its not just the place you end up its also the excitement and spontaneity of the trip and the things you can do at the destination (the National Trust is far from just old buildings). I looked at the idea of a road trip for the campaign and created an app that would be produced by the National Trust to guide people to their perfect destination.
I created an advertising campaign using the National Trust's membership sticker as the main point of branding by placing the sticker subtly in the photographs as I felt this would attract a younger audience, however so the logo is not completely lost I have used it again above the logo for the campaign 'trust us'. I have used two photos to evidence the excitement of the road trip and the beauty of the destination.
You tell the app where you are, the distance you would like to travel and who is travelling e.g. family, couple, group of young people, elderly etc. The app will then tell you what activities are available near you and once you select an activity you are interested in you are able to see where these activities are available and how far away they are from you. Allowing you to be spontaneous and have all the information that is normally in the National Trust guide book within easy access.
London underground advertising showing more of the journey.
Social media campaign.