Q&A | ‘We’re trying to introduce ourselves for the first time to people who’ve never met us’

This week the National Trust launches what it calls its first ever “pure” brand campaign.

The iniative, which includes a 60-second video that will screen across TV and social platforms in the coming months, is the first time the trust has focused on promoting the brand itself rather than a specific season or offer.

The “Space to feel” campaign is targeted at younger, urban audiences who may not always feel that the National Trust is for them.

In addition, the trust has developed a new audio identity, including an audio logo and 90-second sonic soundtrack, which will play on audio and video content with the aim of boosting brand awareness and recollection.

Museums Journal caught up with Nisha Nath, head of brand and creative at the National Trust, to find out about the thinking behind the new brand strategy.

Can you tell us a little more about the brand campaign?

As far as we’re aware, launching a “pure” brand campaign like this is a first for the National Trust. We run targeted marketing campaigns throughout the year, often in line with major seasonal moments such as Blossom, which celebrates spring and which we’re promoting at the moment.

We’ve also rebranded several times, although we’ve kept an element of consistency to our core logo, which has featured oakleaves since 1936.

But launching a brand campaign is different, and this particular brand campaign, “Space to feel”, is very different for the National Trust. With it, we hope to reach younger audiences, diverse communities and those living in cities, who we know may not be as aware of our work as other groups.

We’ve worked collaboratively with agency Quiet Storm to create “Space to feel”, leaning into their industry expertise and experience, grounded in a brand strategy created with Craig+Bridget, and based upon in-depth research done with the general public and robust audience testing.

What's the reason for the campaign?

“Brand” is strange thing to talk about, because it’s how people think or feel about you – it’s intangible! With regular marketing and advertising, we’re used to expecting an obvious call to action that leads to a “tangible” action (visit, donate, buy), but with our brand campaign what are we asking people to do when they see “Space to feel”?

Do we want people to visit? To become members? To donate to us? Ultimately, that would be wonderful. But unless people know about us, and feel something toward us, how can they make a conscious decision to support us, or visit the amazing spaces we care for? With this campaign we’re trying to introduce ourselves for the first time to people who’ve never met us and say “hello, we’re here for you when you want us.”

The National Trust was set up as a charity in 1895 to benefit the whole of our society, so everyone should know that we’re here for them. But not everyone does. We’re working to reach people where they are, particularly in towns and cities, where it’s forecast that over 90% of us will live by 2030. As such, in our leading creative video, which launched on Monday 6 May, the main character starts her journey in the suburban street she calls home.

How did you choose the title “Space to feel”? 

During our research phase for the campaign, carried out by Ehrenberg Bass Institute for Marketing Science, thousands of people told us that our creative interiors and natural spaces make them feel things they didn't arrive with – whether it's calmer, curious or even excited.

“Space to feel” draws on that emotional connection people have with the places in our care, and this film offers one young person’s perspective experiencing that. And during creative development we also tested the line with audiences who said they enjoyed how open and welcoming it felt. 

What are the main changes you'll be making?

It’s our charitable purpose to promote the preservation of nature, beauty and history for the benefit of everyone and we know we need to work harder to reflect the communities we serve, including young people, diverse communities and those living in towns and cities. We hope that “Space to feel” will encourage them to feel that our places are for them as much as anyone.

The campaign launched runs through June on cinema, VOD, YouTube, Instagram, and TikTok, supported by a suite of out-of-home creative. It is the first of four bursts of activity we’re planning over the next nine months, which we hope will make real change when it comes to increasing awareness of the National Trust amongst new audiences.

What was the thinking behind your new audio logo?

That was the question we asked when we commissioned experts MassiveMusic to help us create an audio identity that says “this is the National Trust”. Our aim was to create an audio identity to help us reach new and diverse audiences and to help people recognise and remember us.

The audio identity assets include an audio logo and a 90-second sonic soundtrack that is used in its entirety, or in part, or to inspire us when we’re choosing other pieces of music.

A lot of people engage with us via sound, from hearing an advert on the radio to listening to our award-winning podcast. The audio logo will help people tuning into the National Trust to make the link.

What do you think the museum and heritage sector should be doing to attract more young people?

Young people need to feel like the sector is for them. To do that, we need to ask about and listen when they share what their barriers are to engagement and design experiences with them that benefit their lives.

We live in a globally conscious, digital savvy and highly intersectional society, so brands like ours have to keep up, stay relevant and seek authentic partnerships that bring new perspectives.  

Inside the National Trust we have a youth challenge group made up of young staff members and volunteers who are contributing to major campaigns and shaping what we do.

The recent Time+Space Award is a great example of this: between our youth challenge group, focused audience research, and a panel of experts they respect, our Time+Space Award was born – an initiative that aims to give 16-25 year olds the support needed to unlock their big ideas and make them a reality.

It’s up to us to provide opportunities that meet young people’s needs – as a sector, we have so much to offer.