London creative communications agency Embrace were briefed with a National Trust regional marketing campaign to increase the number of people visiting properties in the east of England, focussing on discovery and rediscovery.
There were several challenges in producing the National Trust creative campaign. Any creative branding needed to drive visits, raise awareness and promote discovery against a limited budget. It also needed to sync with an overarching national campaign and objectives as well as operate both on and offline.
Many of the properties the National Trust wanted their visitors to come to were historical buildings and gardens, so we developed the creative concept of ‘Unlock Your Summer’.
The visual identity was captured with a keyhole graphic, giving different audiences the opportunity to interact and engage with the brand. The graphic allowed each destination to promote its own key discoveries or points of interest for their audiences whilst creating a framework for user-generated content online.
We created the creative concept and strapline as well as implementing it across postcards, posters and advertising. The National Trust campaign ran in Essex, Suffolk and Norfolk and has generated incredibly positive feedback from the organization and its visitors.
‘We had such a fantastic afternoon at #angleseyabbey, even got ourselves @NationalTrust membership! #UnlockYourSummer’