The National Trust for Scotland fundraises annually for its Footpath Fund and was looking for ways to reach a younger audience and increase donations.
We decided to let the mountains tell the story and used a heli-drop of footpath construction materials on Ben Lomond as the basis of a select media opportunity. We included high reach Instagrammers in the small group to extend the digital engagement.
The breathtaking images posted by Instagrammers reached a combined follower audience of around half a million. The Trust’s call to action, hashtag and purpose accompanied the posts. The value of all media activity around the heli-drop was valued at £30,000 and generated over 1 million opportunities to see. Website visits peaking during the heli-drop coverage and the fundraising target was reached.