The National Trust for Scotland (NTS) wanted an innovative and emotionally resonant way to connect with members and the wider public. The organisation needed an accessible platform to tell Scotland’s stories in a compelling format. This would inspire engagement, grow membership and reinforce its mission to protect and promote the nation’s heritage for generations to come.
| Details | |
|---|---|
| Project Type | Podcast programme launch |
| Category | Consumer |
| Services | Podcast production • Strategy • Editorial • Digital • Social media • Audience development |
Launched in partnership with Think in 2020, Love Scotland is a podcast that brings history vividly and intimately to life. Hosted by award-winning journalist and NTS president Jackie Bird, the series invites listeners on a journey through Scotland’s most iconic and overlooked places and moments, transforming the past into rich, immersive audio experiences.
A hallmark of the podcast is its commitment to on-location recording. By capturing sound at NTS properties – from windswept coastlines to historic castles – Love Scotland gives audiences a visceral sense of place. Listeners can hear the sea lapping at the Isle of Canna, the echo of footsteps in ancient halls or birdsong in remote glens, making it easy to imagine themselves walking alongside the team.
Each episode blends storytelling with expert interviews, featuring historians, archaeologists, rangers and community voices. Episodes are carefully timed to align with cultural milestones and NTS campaigns, covering themes as diverse as Burns Night, sustainability, environmental stewardship and hidden women’s histories.
Promotion spans multiple channels – digital, email, YouTube and social media – with collaborative marketing, extending reach through partnerships with organisations such as the National Trust (England, Wales and Northern Ireland). A recent dual-episode collaboration exploring the Battle of Culloden set a new benchmark for cross-organisational storytelling in the heritage sector.
In 2025, Love Scotland will expand its horizons further with a dedicated on-location mini-series from the Isle of Canna, spotlighting local voices and stories of island life and sustainability.
• Surpassed 500,000 total downloads by end of 2024.
• 59% growth in Spotify followers; 4.9/5 average listener rating.
• 10% increase in Apple Podcast followers since series nine.
• Evergreen content: 40% of downloads drawn from the back catalogue.
• New formats launched, including visual content on YouTube and themed box-set archives.
• Proven driver of measurable digital engagement and real-world visitation.
Listeners consistently praise Love Scotland as “educational without being dry”, “beautifully produced” and “a must-listen for anyone who loves Scotland”.
For many, the podcast has been a bridge to the Trust’s work: “It brought the Trust closer when we couldn’t visit”, one member noted, while another commented that it “reminded us why we support this important work”.
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