Our Escape the City campaign included:
- Inspiring posters advertised around the city
- A revamped app that allows the user to create a profile, write reviews and interact with other users
- A National Trust bus service which runs hourly in major cities across the nation (aimed to solve the problem of people being too lazy/National Trust being too far away.)
- Painted buildings throughout cities, advertising the National Trust
- Painted tube/metro stations advertising the National Trust, bringing nature to the city
- A social media trend #Escapethecity to get people talking about the National Trust, sharing experiences and interacting.
I feel that this campaign successfully answers the brief.
The original brief asked us to:
- Reconnect relationships with nature and beauty - our designs will hopefully inspire people to want to visit. The phrases we used were intended to inspire and connect with the public.
- Reintroduce the NT as the connector between people and places - we have made people notice the National Trust by painting buildings and tube stations across the nation, portraying the beauty of nature, all delivered to the public by the National Trust
- Consider the benefits the NT will bring to peoples lives - benefits are spoken to the viewer using our posters
- Express the passion NT has for nature and beauty - we used strong imagery of National Trust locations which portrayed the beauty of nature
- Target a new audience of 25-40 year olds - our designs are current and appealing. Using modern technology, including trends and improving the app, targets a modern audience
- Dispel the impression that the NT is old fashioned - we used stylish designs to give the impression of something current and fresh
I feel that overall we have a strong campaign that will bring in a new audience and put the National Trust in the heart of the city and into peoples minds
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