National Trust

Writing the next chapter for a heritage brand.

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The challenge

Think of National Trust and you think of the houses, gardens, coastlines and countryside. But fierce competition for horticulturalists meant they were missing out on crucial talent to take on the next era of their historic gardens. They needed a campaign to once again become an employer of choice in the sector.

The strategy

We spoke to horticulturalists to learn what makes working at the Trust exciting and develop bespoke messaging to appeal to the target audience. Our research showed we needed to celebrate horticulturalists but find the right balance between the Trust’s heritage (a differentiator) and its exciting future (a key sell).

The solution

Building out our messaging platform, we created a bespoke multi-channel campaign that invited our audience to write the next chapter of the most famous gardens in the UK. A bold art direction celebrated National Trust horticulturalists as the icons of their gardens and the copy emphasised the benefits of a long-standing tradition combined with an innovative approach for the future.

580% increase in landing page views

1.78million users reached via Meta