Trust in the countryside – highlighting NTS’s wild side

National Trust for Scotland

Insight

The National Trust for Scotland is guardian of some of Scotland’s most fragile and at-risk landscapes and wildlife.  It protects and maintains mountains and islands such as St Kilda and Ben Lawers, and famous wild destinations such as Glencoe. We were asked to raise awareness of this vital work and increase funding and membership.

Idea

With seabirds, plants and other wildlife heading into extinction the campaign needed to highlight the fragility of Scotland’s natural world to a strong influencer base. We created a calendar of media activity that highlighted the NTS’s depth of knowledge and vital environmental work, supported by high quality images. From preservation of rare tiny fish to highlighting the worldwide implications of dwindling seabird numbers we placed NTS expert comment at the heart of the environmental news agenda.

Impact

Our focus on quality rather than quantity generated influential coverage which then further reached more than 89 million readers and was instrumental in increasing membership fees and donations towards the vital work of NTS. During the period of our campaign awareness of the NTS as a countryside charity rose above that of both the English NT and RSPB.

 

Working for the NTS played to our passions, so telling the story about some of our favourite places was a real thrill for us, especially when it so effectively helped the Trust to achieve its fundraising goals.
Barbara Fraser
Editorial Director

Contact

Barbara Fraser

Editorial Director
A time-served journalist and editor, Barb has an innate understanding of how media works. She crafts great stories and many of them have drawn worldwide attention. You will value the intelligence, good humour and unflappable outlook she brings to any strategy or campaign.

Angela Casey

Managing Director

With many years’ industry experience, Angela is almost a veteran communicator, but that doesn’t mean she is old-fashioned.  Her social media skills are as well-honed as her senior counsel and she still likes to roll her sleeves up on client work.  She brings insights, creativity, a strong team ethic, and is an expert in crisis communications and social media.

Devan LaBrash

Account Manager
Results count for Devan. She excels at media relations, placing stories to achieve maximum coverage, and understands the intrinsic connection between great media campaigns and positive public awareness. A natural organiser, she creates the kind of evaluation that clients love to pass around, especially for the travel and tourism sector and B2B clients.