The National Trust for Scotland is celebrating its special connection with people living in Scotland through its first brand campaign with creative agency Leith.
The ‘Share it all’ campaign aims to inspire more people to support the Trust by becoming a member, donating or visiting a property.
Showcased across radio, social, digital and out-of-home (OOH), the campaign launches with a new spot on STV titled ‘Proud to Present’.
The films, produced by Leith’s in-house production arm, Leith Studios, capture tender moments of a family and feature siblings and a couple enjoyingTrust properties together, before sharing why they have chosen to support them.
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The TV campaign features a variety of locations across Scotland, including Kellie Castle, Culzean Castle and The Hermitage, while the OOH adverts also depict sites such as Threave Gardens, Glencoe and Crathes Castle.
“The Trust cares for some of Scotland’s most treasured places,” said Leith senior strategist Caroline Olechowski.
“From natural landscapes that stir the soul to family days out that create precious memories, these places have a unique power to boost our well-being and deepen our connection to the people we share them with.
“Share it all’ is about capturing authentic moments of loved ones enjoying these properties, and the emotions they evoke, together… we hope the campaign will drive support for the Trust so people can continue to create their own special moments in the future,” Olechowski added.
National Trust for Scotland head of marketing, Laura Cheyne, commented: “Sharing these places with our members, visitors and supporters has always been incredibly special to us, and that’s what our new brand campaign is about.
“Everyone who visits our places, becomes a member, or supports us in any way, allows us to continue caring for and sharing it all, for the love of Scotland.”
The new campaign follows in the wake of the Trust appointing a new ambassador Dr Cal Major, in the hopes that the move will encourage more people to be inspired by the Trust’s work.
