For the love of Scotland
The brief
For too long, the National Trust for Scotland had been seen as providers of ‘a great day out’ – nothing more. In order to increase memberships, donations and visits, we needed to change this. People in Scotland had to see them as a charitable organisation again; to care about the work they do and understand why they do it.
The idea
Our approach tapped into the insight that Scottish people have an inherent passion for what makes this country so special. Naturally, this marries up with the Trust, as they care about what really matters here and everything they do, they do for the love of Scotland.
Brand film
At three minutes long, this film is Scotland’s longest ever TV advert. Celebrities including Brian Cox, Gerard Butler and Sir Chris Hoy all agreed to get involved at no cost, after being approached by Frame.
We then pushed the campaign further to cover social, radio, press wraps, live digital billboards and our experiential seed-pod, sent out to capture what everyone loves about Scotland. This was a great example of the benefits of our joined-up approach; the complete Frame machine in full motion.
Results
-
56.4m
People reached -
20%
Of the representative Scottish population say they recognise and understand 'For the love of Scotland' -
21%
Increase in belief in NTS as a charity -
16%
Brand awareness increase -
10%
Growth in memberships -
12.4%
Growth in member & visitor income
Award-winning
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Gold, Strategic Brand Development, Marketing Society Star Awards 2019.
