joint branded publishing - the perfect fit · british sporting achievements 58% ... brand...
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Joint Branded Publishing - the perfect fit
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What about National Trust shops?
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Conservation Charity Looking after historic places and
green spaces
For ever, for everyone Wastwater Wasdale, Cumbria
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What we do
Founded in 1895 by three Victorian philanthropists including social reformer Octavia Hill Octavia Hill demanded ‘common land for common people’ and believed that access to green spaces & nature was vital for wellbeing & happiness
We’re Europe’s largest conservation charity We make Britain proud
Top 10 Things Britain is proud of: 1. Shakespeare 75% 2. The National Trust 72% 3. The armed forces 72% 4. The Union Jack 71% 5. The pound 70% 6. The NHS 69% 7. The monarchy 68% 8. The BBC 63% 9. British sporting achievements 58% 10. The Beatles 55%*
*From Demos poll December 2011
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301
271 61
400 41
400
59
Historic Houses
Gardens
Pubs
Villages
Castles
1 0
We look after
9
World Heritage sites
Factories
Lighthouses
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The UK’s largest non commercial land owner, we also look after…
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Explorer Families •We have 1.39 million family members / 430,000 households / 86% ABC1
•Active, educated and enthusiastic – make their own fun
•Want to enjoy shared experiences as a family
•Seek opportunities for children to learn as well as having fun
•Like engaging activities which stimulate imagination & questions, rather than passive entertainment
• We are their antidote to theme parks, offering authenticity, beauty, space and freedom
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Partnerships
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Complimenting our work through shared values and
objectives
Brand Partnerships Brand partnerships help us communicate key messages through specific areas of the Trust’s work.
Helping us to communicate our cause
to relevant audiences
Working with us to develop authentic, unique &
creative content
Brand partners can help us by:
Delivering brand perception change
Expand the reach of our brand to new and
relative audiences
Assisting us in reaching brand
aspirations
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Some of our partners
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Case Study – Cadbury Easter Egg Trails Cadbury invest £1m each year into our partnership, which is promoted on over 30 million Easter Egg boxes
24% awareness nationally
66% awareness of
visitors at properties
196,000 children took part in trails
680,000 people joined in as part of family
group
70% of Trust visitors*
said the partnership
improved their opinion of Cadbury
250 events at
National Trust Properties
*National Trust insight 2014
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Case Study– Yeo Valley Promotion
Yeo Valley ran an on pack competition giving their customers the chance to win one of 10 National Trust cottage holidays or one of 21,000 family admission passes
4.5
K
Daily entries to the on pack competition
49 K
Take ups on discount offer in the summer magazine
Packs promoting the offer and the partnership
9 M
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50 things to do before you’re 11 ¾
There is nationwide concern that kids are becoming disconnected from nature
‘50 things’ is the National Trust’s response to this and has been running for 3 years
Our goal To ensure every child in England, Wales and NI, has the chance to develop a personal connection with nature by age 12
Awareness of 2014 campaign: • 38% nationally • 45% amongst
Explorer families
I hunting bugs
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2013/2014/15 brand campaign • Focused on building emotional
connections with the Trust.
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Sales of over 40,000 copies in NT Retail
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National Trust Retail
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Launch a National Trust Children’s Book List
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Publishing Partnerships
Children’s Books
Great Writing
Illustrated Books
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Joint Branded Publishing - the perfect fit Katie Bond Tel: +44 7930 544111 [email protected] @katiebond1